TRUNK CLUB: PANTONE CAMPAIGN
CAMPAIGN STRATEGY, CREATIVE DIRECTION & STYLING
Women’s styling service Trunk Club needed to position itself as both a high-end “box” option and trusted partner to gain market share against mid-range competitors. As the creative and content lead, I developed and oversaw seasonal campaign strategies that leveraged Trunk Club’s key values to drive the brand promise home through resonant storytelling—and elevate Trunk Club as the premium styling service.
For our Spring 2016 campaign, we were briefed to focus specifically on our key values of trend and outfitting expertise. Knowing Pantone was releasing two colors of the year vs. one for the first time ever (Rose Quartz and Serenity Blue), I used it as a conceptual vehicle to develop a campaign that spoke to outfitting through a relevant trend filter (and unexpected cultural moment). Shot at a pink 1920s Spanish bungalow against a bright blue Los Angeles Sky, we captured the color duality in an elevated way that both inspired and informed the consumer—all while mapping back to our values.
I drove the campaign concept, strategy, and messaging, and partnered on creative direction and styling.
During my tenure at Trunk Club, the women’s brand experienced a 64% business growth, over $6M in average monthly sales, 250,000 new leads, and 65,000 new members.
CAMPAIGN VIDEO
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