Hollister Fall 2024
THE GOAL
For this campaign, we aimed to craft a cohesive, customer-forward denim story for Back-to-School. I focused on two key areas: building out the campaign through store signage and paid content, and partnering with our Art Directors to develop brand-right ‘always on’ imagery for global flagship stores.
THE OUTCOME
We launched an impactful Fall campaign backed by strong visuals and storytelling. Total brand sales during peak weeks were up +12% year-over-year, with paid content driving 281M impressions and a 52% lift in DTC traffic.
Our ‘always on’ creative now lives season over season in high-traffic global locations.
The Project
Fall ’24 was a standout season, anchored by one of the strongest shoots I’ve worked with. I designed large-scale in-store signage that tapped into the Back-to-School mindset and created educational touchpoints to support customers with denim fit and sizing. On the digital side, I led paid content tailored to our male customer and developed a flexible Trend Drop lockup now used seasonally to spotlight quick-turn product launches with impact.
I supported evergreen art direction to bring brand-consistent visuals into some of our busiest stores. Curating moments that resonated with customers and were relevant regardless of season was challenging, but the end result delivers fresh, elevated, and unmistakably Hollister vibes.
SCOPE OF WORK
Support on Global Art Direction, Trend Drop Art Direction, Video Editing, Digital and Social Content, Store Signage, In-Store Experience Design
