As the creative lead for the launch of Annie Selke’s new sustainable bedding collection, I was responsible for establishing the overarching mood, tone, and visual direction for the brand’s new eco-friendly bedding line. This initiative aimed to not only promote the beauty and quality of the new product line but also to educate the audience on the benefits and importance of sustainable materials in the home space. I developed and storyboarded the core video concepts for the campaign’s hero content, collaborating closely with the photography studio. I led and designed the creative execution of digital ad campaigns that supported both the product launch and educational content strategy, working closely with the marketing team.

In parallel with the campaign rollout, I played a pivotal role in the design and finalization of the new website - particularly the product detail pages (PDPs) - to ensure the user experience aligned seamlessly with the storytelling and branding in the campaign. This included integrating new content modules and layouts to highlight sustainability features and material transparency.