FLANNELXFLEECE — APPAREL DROP CAMPAIGN
Niche Street · Creative Director & Producer · 2023

THE BRIEF
Launch the FlannelxFleece apparel drop with a campaign that could anchor both organic social and paid media — a dual-purpose production that needed to feel editorial enough to build brand equity while performing in a paid environment.

THE APPROACH
The collection's material story — the contrast between flannel's structured warmth and fleece's softness — informed the visual direction. We moved between studio and location to get both the clean, product-focused frames that perform in ads and the looser, atmospheric shots that build brand narrative on organic channels.

With a full crew on set (photographer, stylist, MUA), I was focused on directing the overall look and feel: making sure casting, styling, and shot selection all pulled in the same direction and that we left the day with assets that could serve both channels without compromise.

WHAT I DID
→ Developed creative concept and directed the full production (studio + location)
→ Led full crew coordination: photographer, stylist, MUA
→ Directed casting, styling, and on-set shot selection
→ Structured asset delivery for both organic campaign and paid media use

RESULTS
Assets served as the foundation for the FlannelxFleece organic launch and were leveraged as paid ad creative, providing a cohesive visual entry point for the collection across channels.