As part of a cross-industry collaboration designed to blend fashion and lifestyle culture, I led creative direction and execution from concept through launch — connecting SOREL with cult-favorite Alfred Coffee to create a limited-edition drop that merged style and caffeine culture.
My focus was on crafting a moment built for virality: from co-branded drink sleeves and in-store takeovers to social-first visuals that sparked organic sharing. I developed and executed a targeted influencer seeding program, placing product with talent across fashion, wellness, and media — driving buzz both online and IRL.
The result? A highly shareable campaign that brought two beloved brands together in a way that felt fresh, fun, and unmistakably on-brand — generating earned media and strong traction across digital channels.