GU

Seasonal Campaigns: Spring and Summer 2025

My Role: Creative Director at CLOSER

Our team redefined the GU approach to seasonal campaign content creation, developing a new strategic lens and creative formula to bring their Mini Edit Max philosophy to life, for young millennial and get z, global consumers. 

I led development of creative of overarching campaign concepts that flexed across tiers of content and multiple seasonal phases, with storytelling establishing the brand position as the home for flexible every day essentials, allowing for continuous play and reinvention through style. 

Including:

• Cohesive seasonal concept: the red thread through multiple “chapters” and storytelling activation 

• Two tiers of shoot content, stills and motion: Promotional Creative & Seasonal Catalog

• Delivery of Promotional Creative & Seasonal Catalog assets:

• All in-store, global signage with crops and toolkits for regional applications

• Digital “lookbook” landing page content and design

• Hero Film with versions for: .com, social, and in store use

• Content extensions creative concepts

• Management of internal creative team, leading concept through production

• Shoot production: identifying talent, strategic capture plan, location scouting, set design, leading pre-pro and on set direction and capture teams.

• Post production: lead work flow and process, collaborating with retouch teams, overseeing motion edits, color, vfx, and sound design, graphic design, and toolkit final delivery.