The project challenged me to redefine perceptions of the classic tailored suit, transforming it from a rigid, formal staple into something flexible, expressive, and suited to modern life. The innovation lay in a new stretch fabric that offered comfort, freedom, and versatility without sacrificing sophistication.
Solution
Leading the creative direction to tell this story through movement. Casting a professional dancer as the model brought the concept to life, showcasing the fabric’s flexibility and comfort in a visually dynamic way. Large illustrated panels emphasised the stretch narrative, blending elegance with energy to reframe how people view tailoring today.
Challenges
Capturing fluid, high-energy motion while maintaining perfect lighting and product presentation was no small feat. Drawing on my experience in creative direction and project management, I carefully balanced these demands to ensure both technical precision and emotional impact in every frame.
Outcomes
The Stretch campaign became one of the brand’s standout successes. Through strategic storytelling, social-first content, and value-led messaging, it delivered exceptional results, a 138% increase in sales, a 2% rise in Instagram CTR (to 5%), and a 2% lift in online conversion rates (to 4%). The campaign not only elevated engagement but also reinforced the brand’s relevance in a modern, fast-paced market.
Contribution
Creative Direction / Project Management / Identity / Campaign.
