The opportunity was to position Banana Republic’s Fall 2024 collection within the context of NYFW through a credible, insider perspective. Featuring a stylist actively attending and dressing for fashion week, the campaign grounded the collection in real-life styling and cultural relevance.

I began the creative direction process by developing a mood board inspired by street-style editorials, establishing a social-first, effortless aesthetic for the campaign. To push beyond a typical influencer shoot, all still imagery was captured on 35mm film. Throughout the shoot, I captured both stills and iPhone video of three curated looks across SoHo, collaborating closely with Heather to select locations that authentically reflected the NYFW experience.

I then curated and retouched all final selects, partnering with cross-functional Marketing and Editorial teams to bring the campaign to life across multiple channels, including Instagram grid and stories, email marketing, and homepage web design.

The result was a strong internal win, reinforcing the value of influencer-led, social-first storytelling. It drove an estimated 15–18% lift in click-through traffic from TikTok and Instagram, and, alongside my A Week in Chinos August Collection campaign concept, helped push a key chino style to sell out within weeks of launch.