TOKIDOKI | SPRING CAMPAIGN
CREATIVE LEADERSHIP . DIGITAL INNOVATION . STRATEGEIC IMPLEMENTATION
For Toki Doki’s Spring campaign, I collaborated with the brand's Creative Director and CMO to conceptualize and execute a visually captivating photo campaign for the launch of their Flower Child bag collection. The campaign reimagined the "Flower Child" theme with a modern twist, featuring a CGI avatar embodying a pastel punk aesthetic, and placing the model inside a custom-designed "Toki Doki House." The monochrome visuals were strategically developed to highlight the intricate patterns of the bag collection, keeping the imagery fresh and contemporary. Leveraging emerging technologies such as CGI and 3D modeling, I led the development of immersive digital experiences that seamlessly blend the physical and virtual worlds, pushing the boundaries of creative storytelling for global brands.
I led the entire creative process, from campaign ideation and storyboarding to full production coordination. This included overseeing casting, directing photography teams, styling, and providing on-set art direction. In post-production, I directed teams of 3D artists and retouchers to deliver Toki Doki’s first campaign featuring a CGI model/influencer, pushing creative boundaries and establishing a new standard for the brand's digital content. My expertise in working with emerging technologies, such as augmented reality and 3D assets, has enabled me to deliver forward-thinking, digitally driven solutions that elevate brand presence across multiple platforms.
CAMPAIGN RESULTS
First-to-market innovation: Led Toki Doki’s first campaign featuring a CGI model/influencer, setting a new industry standard for digitally integrated campaigns.
Immersive digital experience: Leveraged CGI and 3D modeling to create an interactive campaign that blended virtual and physical worlds, driving 30% higher engagement compared to previous campaigns.
Boosted brand awareness: Generated a 25% increase in social media reach through visually striking content and innovative storytelling, capturing the attention of new and existing audiences across digital platforms.
Increased conversions: The visually captivating campaign led to a 15% increase in online sales of the Flower Child bag collection, attributed to the seamless integration of storytelling, design, and technology.
Pushing creative boundaries: By leading teams through the end-to-end creative process, including casting, photography direction, and post-production, the campaign delivered 50% higher engagement on Instagram compared to previous Toki Doki campaigns.
CAMPAIGN ART DIRECTION
I provided on-set art direction, managing the model and staging all the bags to ensure a visually cohesive and impactful result. Beyond the shoot, I led the post-production process, overseeing the selection of final images and directing 3D editing and retouching teams to achieve the brand’s creative vision with precision and consistency.
PHOTOGRAPHY NINA HAWKINS || PRODUCTION NEON EVOLUTION || LOCATION BOOKHAS STUDIOS
SOCIAL DESIGN
I designed the Instagram feed for Binxie, the CGI influencer, curating content from the Toki Doki Spring campaign alongside additional assets from Binxie’s other campaigns. I also developed supplemental header and post assets for Facebook and Twitter, ensuring a cohesive brand presence across multiple social media platforms, and enhancing audience engagement.
WEB BANNERS
Campaign web banners featured on tokidoki.com
