Project: Spring 2024 Campaign Photoshoot

Project Overview

American Leather Co. is a women’s handbag brand that crafts beautiful leather goods for women to be themselves in. This Spring 2024 campaign, inspired by the American Southwest, aimed to tell the story of the connection between a mom and her daughter journeying over a dreamy southwestern landscape. The buttery-soft leather in American Leather Co. products offered the perfect juxtaposition to textures found in this landscape. Tasked with this campaign, I accomplished producing 3-months worth of email, social and web content during a 1-day photoshoot.

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.

Solution + Result

Not having enough ‘connection’ across our channels, the goal of this campaign was to elevate the brand vibe for our audience while adding more storytelling to our creative output. Additionally, reducing the amount of surplus content unused from previous shoots was a large focus in our production. Looking at the month of March 2024, email campaigns have increased +24% since the same time last year (March 2023) and attributed revenue percentage in emails increased +48%, which was +18% since email campaigns last year. Web sales increased since the start of the campaign, with the month of March increasing traffic by +30% and revenue up by +4.5% (YoY).