Let me show you how a Creative Director brings the magic (and the strategy) to the table by spotlighting one of my favorite past Back to School campaigns for the Bohemian Lifestyle Brand I’ve been working with over the years!

When building a campaign, every department comes with their own goals—and it’s my job to take all those pieces and create something cohesive and above all else drive revenue + boost brand love. Here’s what we were working with:

RESEARCH + INSIGHTS

Let’s start brainstorming! Who are we speaking to?

Our demographic: 18–24-year-old females, heading back to campus and navigating small-space living. They’re not here for the basics like towels, big storage, or bedding—that’s not us.

We’re the place for the layers—the personality pieces. We help them turn their dorms and apartments into sanctuaries, reflections of their unique style.

Our girl? She’s got a Gen Z mindset and a bohemian heart. Coming out of a pandemic, she’s craving connection, belonging, and community. She doesn’t just shop for utility; she shops for meaning, for a story that resonates with her.

Backpacks are great, sure—but they’re just the surface. The real engagement comes when we tap into that deeper need for connection. Let’s create a campaign that’s not just about selling products; it’s about making her feel seen, understood, and inspired.

DIRECTION + EXECUTION

Backpacks + Tapestries on promotion? Great.
But a bland window display with just product? Not on our watch.

We have 30 seconds to grab her attention—to stop her in her tracks, draw her into our world, and inspire her to see her life as more than just stuff—it’s a vibe, a statement, a story.

She’s heading back to campus, craving connection after the pandemic left its mark. She’s not here for just functionality; she’s here for pieces that feel personal. Her room? We’ve already helped her layer it up, turning it into her sanctuary. Her life? Now we bring that to the forefront.

Let’s build a display that’s more than products—it’s motion, it’s energy, it’s her. This is about more than just backpacks. It’s about showing how these pieces complement her individuality and fuel her adventures.

Think bold and dynamic: vibrant color palettes, layered textures, and props that scream “back to campus vibes.” The backpack? It’s her sidekick, her partner-in-crime for those exciting new adventures. Style meets story, meets connection—because that’s how we make her stop and stay.

Now that we’ve tackled Store Marketing, let’s bring it to life digitally.

From eye-catching website homepages to scroll-stopping social media posts and targeted email campaigns, let’s ensure she’s seeing our story at every touchpoint.

We’ll tie it all together with bold visuals and messaging that amplify the Back to Campus energy.

• Website: Let the homepage feature her sanctuary—layers of home decor, dreamy tapestries, and the backpack that completes the look.

• Emailers: Personalized and compelling, they’ll showcase the perfect combo of promotion and personality to drive her to click.

• Social Media: Let’s create reels and posts that feel authentic to her—backpacks styled for adventures, home decor that screams self-expression, and everything in between.

RESULTS + IMPACT

• Store + Online Revenue: Increased by 18%.

• Social Media: Gained over 9k followers and 800k impressions.

• Backpacks: Saw a 32% lift in sales.
  

Beyond the Numbers:

• Emotional Connection: Talk about the intangible win—connecting with your demographic on a personal level. We created more than a shopping moment; we crafted a story that resonated with our audience, establishing us as their go-to for self-expression and connection.

• Team Collaboration: Celebrate the collaborative effort that brought this campaign to life, reinforcing your leadership skills. Example: Seamless execution across Buyers, Planning, Visuals, and Marketing led to a unified vision and extraordinary results.