“Legacy Redefined” celebrates women and the multifaceted legacies they create over the course of their lives. Championed by model & entrepreneur Ashley Graham — a woman whose own story embodies the essence of MICHELE luxury watches— this campaign aims to inspire and empower women to embrace their boldness and femininity while defining their own legacies, time after time.

My role ranged from concept to execution— concepting the campaign based on new consumer research, extensively planning the shoot (videos, stills and social) to capture a full year’s worth of content, art directing on set, and guiding the creative team on final deliverables (ecomm site refreshes, social content, emails, wholesale activations, paid media including digital OOH and connected TV, and print ads in the September issues of Vogue and Marie Claire).

After the campaign launch, ecomm sales were up +38% YOY, conversion rate up +9% YOY, revenue up +59% YOY, traffic up +59% to LY, transactions up +30% YOY.

MICHELE’s brand equity grew significantly (+4pps), driven by a 4 percentage point increase in brand awareness and a stronger emotional connection with consumers.

Role: Associate Creative Director

Creative Director: Greg Smith | Sr. Art Director: Ariel Saura-Bretschger | Lifestyle photographer: Coliena Rentmeester | Director of Photography: Michael Casker | Product photographer: Shelley Kautz, Harper Ewing | Wardrobe Stylist: Emily Evans | Set design: Maria Santana | Hair: Justine Marjan | Makeup: Laura Stiassni | Retoucher: Catherine Stewart | Producer: Gwynne Hochberg