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 creative of overarching campaign concepts that flexed across tiers of content and multiple seasonal phases, with storytelling establishing brand positioning as the home for flexible every day essentials, allowing for continuous play and reinvention through style.
Spring 2025
Spring 2025
The Spring 25 Campaign
Introducing Generation U
The first seasonal campaign introducing the GU Spring capsule collections in NYC, with the opening of the SoHo flagship, celebrating community, creative collaboration, and endless self-expression — candid, street-style inspired photography, brought to life in the studio and out and about in the city.
Photographed by Sean Thomas
Summer 2025
Summer 2025
The Campaign
The Summer of U
Shot on location in CapeTown, South Africa, our Summer 25 campaign tells the story of a summer holiday with friends in four chapters: U Elevate, U Explore, U Exhale, and U Embrace — each chapter showcasing different trend inspired capsule collections and looks, while highlighting how GU empowers you to turn summer into a playground for style self-discovery.
Photographed by Andrew Jacobs
