Role

I established the creative direction for Nuuly’s summer campaign, ‘Time to Nuuly,’ collaborating with our in-house senior copywriter and senior designer to shape its art direction and visual aesthetic. I also worked closely with our producer, stylist, and set designers to ensure brand cohesion throughout the campaign.

 

Insight

People want to express their full selves on every occasion—from throwing a lavish birthday party for their dog to dressing for an indie concert—without feeling guilty about buying clothes they may wear only once. They face a tension between hyper-specific self-expression and the practical limits of closet space and cost.

 

Idea

‘Time to Nuuly’ showcased Nuuly’s range of outfits through distinct audience types. The campaign included two TVC spots, each focused on a different demographic: one featured pet lovers dressing for their furry friend’s birthday party, while the other followed concertgoers looking for a wardrobe to match their eclectic tastes.