Directed a brand refresh campaign for Thursday’s best-selling models, transforming a UGC-heavy approach into a cohesive library of high-performing assets. Leveraged celebrity advocates like Nina Agdal and Tyson Ritter to create lean yet polished creative for YouTube, TV, and paid social. Oversaw the in-house creative team and introduced a unified visual identity across campaign assets, web UX, and editorial storytelling. Collaborated with the media team to analyze performance data and tailor content for maximum ROI. The campaign marked a strategic shift for the brand, blending elevated visuals with tongue-in-cheek parody to resonate across a broad DTC audience.