In fashion and lifestyle, people rarely buy because of features. They buy because of how a brand makes them feel — who it represents, and where it fits in their life.
→ Aspiration and emotional pull over functional benefits
→ Visual tone and restraint matter more than loud selling
→ Lifestyle context matters more than studio perfection
→ Consistency of voice matters more than frequent reinvention
Most of the work here is not about making things louder.
It’s about making them feel right.
Focus
Aspiration through heritage and emotion.
Creative shift
Introduced vintage-inspired visuals and heritage-led copy to build desire through tradition, nostalgia, and brand story
Effect
Found evergreen winner ads. Creatives felt more premium and aspirational, helping drive purchases through emotion and brand identity.
Focus
Relatability over polish., everyday coastal life, and sustainability.
Creative shift
Moved from highly aesthetic brand visuals to more everyday, UGC-style content rooted in real coastal life, while bringing sustainability forward as a practical choice, not a marketing claim.
Effect
Made the brand feel more lived-in, responsible, and accessible — improving engagement by showing how the product fits into daily routines and conscious buying decisions.
Focus
Movement, self-expression, and visual energy rooted in festival culture.
Creative shift
Moved from mostly static imagery to video-first storytelling by transforming an existing photo-heavy asset library into experimental and realistic AI-driven videos. Prioritised motion, flow, and atmosphere to better reflect how the audience experiences the brand. During Black Friday, introduced founder-led video content and tested text-only ads inspired by performance-first brands.
Effect
Helped the brand feel more alive and culturally aligned with its audience. Video-led creatives increased engagement, while founder content and text-only ads during the sale period delivered the strongest performance and highest sales in the brand’s history.