led creative direction for mb on seventh ave, mb on subway, and when melitta met baumeister campaigns. directed overall marketing strategy and executed campaigns from concept to launch, including photoshoot direction, post-production editing, and posting strategies across social media and email. link

mb on 7th ave campaign

mb subway campaign

when melitta met baumeister campaign

MB ON SUBWAY CAMPAIGN

the goal was to provoke curiosity through absurdity and surreality. why is a banana sitting on a subway, what is it doing, what are the empty garments doing in a subway... these questions were designed to draw viewers into the brand universe.

WHEN MELITTA MET BAUMEISTER CAMPAIGN

featuring three couples, each recreates scenes inspired by iconic nyc romcoms — when harry met sally, you’ve got mail, and sleepless in seattle — all styled in melitta baumeister’s clothes.

the striking juxtaposition between lifeless garments and the warmth of the stories highlights the absurdity, bringing the garments to life and deepening the brand’s distinct universe.

MB ON SEVENTH AVE CAMPAIGN

for the mb on seventh ave campaign, where i also modeled, the focus was on spotlighting underrepresented pieces from past collection to drive sales through casual storytelling.

MORE SOCIAL MEDIA POSTS + MARKETING EMAIL CONTENTS

TOTAL SALES
+190%
CONVERSION RATE
+60%