Project: Spring 2024 Campaign Photoshoot

Project Overview

Aimee Kestenberg is a women’s handbag brand that aims to inspire confidence in women across the globe. For the launch of a new Spring 2024 collection, the goal of this campaign was to encourage strong women to reconnect with nature through the art of grounding (the act of putting feet to the ground to feel the energetic pulse from the Earth). This campaign also included a collaboration with renowned illustrator Humberto Cruz of @iScreamColour (recently worked with Karol G., Zadig + Voltar, Chanel and Anine Bing).

My Role

As Creative Director, I managed the creative team, oversaw that products photographed during the shoot aligned with our marketing calendar and seasonal holidays, led model castings and talent hiring, was on-set during the photoshoot, made imagery/video selects and ensured the production was delivered on-time, within budget and that the brand tone of voice was carried through from concept to final deliverables across the 3-month long, multi-channel campaign.

Solutions + Results

The goal of this campaign was trying to elevate the brand in an approachable way and also elevate the style of our creative output. The solution was to reimagine the tools we typically used and talent. This lead to working with an arial drone video team to better tell the environmental story and also vary our content entirely from the typical NYC street-style of the brand to a more Earthy environment in Sunset Cliffs, San Diego. The NYC team flew to San Diego for the 2-day photoshoot which accomplished 3-months worth of content for the social, email and web marketing campaign. Looking at the month of March 2024, email campaigns have increased +52% since the same time last year (March 2023) and attributed revenue percentage in emails increased +39%, which was +30% since email campaigns last year. Web sales increased since the start of the campaign, with the month of March increasing traffic by +40% with web revenue increasing +17% (YoY).