Campaigns
This page highlights a selection of campaigns I’ve led and contributed to across product launches, seasonal moments, and opportunistic storytelling. Each project reflects a slightly different approach, from large-scale, multi-channel campaigns to more scrappy, instinct-led moments that found their way into the market.
Across each, my role centered around shaping creative direction, building out visual systems, and delivering assets that could flex across digital, retail, and wholesale channels. Whether working within established frameworks or pushing outside of them, the goal was always the same: create work that connects, performs, and feels true to the brand.
Floral Deboss
This spring product pack was brought to market through a regionally led campaign, powered by close collaboration across creative, digital, ecomm, social, and product teams.
In addition to a full digital takeover across Dr. Martens’ owned channels, the collection saw strong support from wholesale partners. The elevated creative direction resonated across both, extending into upgraded in-store placements with partners like Journeys to further highlight the product.
My role focused on developing all video and wholesale assets for the campaign. The work delivered over 5,000,000 impressions across channels and helped support a strong close to Dr. Martens’ fiscal year.
The Kasey Boot
When I saw this product was slated for launch in Fall 2024 without global support, I made it a priority to find a way to give it the spotlight it deserved. Trusting my instincts on its potential to resonate with consumers, I moved outside the typical creative briefing process and partnered directly with the Digital Marketing Manager overseeing the email and MMS calendar to carve out space for a dedicated send.
Working closely with a copywriter, I led the creative and messaging direction, leaning into a slightly tongue-in-cheek tone that broke the fourth wall. The result was a highly engaging campaign that quickly gained traction.
The email performed so strongly that other regions adapted the layout and copy for their own markets, with similar success. It was later recognized internally as “email of the year” and became the foundation for a broader multi-channel campaign, helping secure additional investment in creative for the product.
More where that came from:
