Client

Intermix, July 2020-December 2022

Brief

Produce all still and moving campaign creative based on CMO’s themes. This project started during the Summer of the Covid-19 pandemic. The brand needed to elevate their look while creating a more relaxed feel to their styling and imagery in response to the world’s new normal. It was important to create quality content that resonates with and engages audiences is a must to drive engagement, deliver unique experiences and increase conversions.

My Responsibilities: Visual concept (print&video), casting, creative team selection, prop selection, on-set art direction, edits, color correction, and retouching notes.
I restructured shoot flow to get more diverse assets out of each day. Initially, we produced one set of assets with one model and one concept. By October, I was able to produce three concepts a day, utilizing two models, different glam direction, and nearly triple the impact of the assets.

results

Digital sales increased 40% during the first six months of the new campaigns.
We were able to start shooting two days a month instead of three, with a savings of roughly $40k, and enriching the diversity and longevity of the assets.
By honing the photography and creative direction, agents became willing to offer higher-tier models for reduced rates which helped produce a more elevated look and feel.
Brand partners began to become interested in Intermix producing campaigns for them. I creative directed the first, a Zimmerman denim capsule campaign.