K&G Prom 2024: Get loud for prom
MY ROLE
Developed the Prom in Focus campaign concept
Led creative and art direction for the studio shoot
Cast a mix of professional models and creators
Directed styling, movement, posing, and image direction
Curated final selects and guided retouching
Prom in Focus responded to consumer feedback with a cleaner, studio-first approach that brought attention back to the clothes. Colorful backdrops, movement-driven posing, and a mix of models and creators showed teens how the formalwear looked, moved, and could be styled, while creating flexible assets for seasonal marketing channels.
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Get Loud for Prom celebrated the full social energy surrounding prom night: the plans, the photos, the food run, the hangout, and the celebration after. The campaign placed K&G formalwear into real, playful lifestyle moments to make prom feel expressive, accessible, and true to how teens experience the night.
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The visual direction paired bold formalwear with unexpected prom-night locations, from mini golf and photo booths to convenience-store stops and after-party moments. Bright color, candid energy, and playful environments helped the campaign feel social-first while keeping the looks polished and memorable.
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I designed the colorful PROM #nofilter lockup to give the campaign a bold, graphic identity that could flex across seasonal touchpoints. Paired with lines like “Giving best-dressed realness” and “Real moments. Real style. Real prices,” the system connected expressive prom style with K&G’s value message.
