The project required a quick and intentional pivot. My strategy was initially developed under the campaign concept All American, which was a more overt display of American optimism, but the campaign's creative direction shifted mid-process to American Dream in response to a broader cultural moment and calling for a more nuanced, optimistic and inclusive interpretation of modern American identity. This meant rapidly reworking the strategy and art direction to align with a more forward-looking vision of the brand.

The creative process began with a collaborative working session alongside Digital and Print Design leads. The strategy focused on capturing personality and joy through a mix of polished imagery and behind-the-scenes moments, creating a more authentic, less perfected narrative. I introduced handwritten elements from the shoot and approached the design like a scrapbook: layered, personal, raw, and expressive.

The result was a 16% increase in engagement YoY and a 5% lift in click-throughs compared to the previous Spring 2021 brand campaign, highlighting the effectiveness of a more authentic, personality-led strategy.