K&G Prom 2024
Prom No Filter

A social-first prom campaign built around

the real moments before, during, and after the dance.

A group of young adults in elegant attire at an outdoor event, with a scoreboard and urban buildings in the background.

    • Developed the Prom No Filter campaign concept

    • Led creative direction and photo art direction

    • Directed on-location lifestyle storytelling

    • Oversaw styling, props, locations, and image direction

    • Designed the campaign lockup and graphic system

    • Curated final selects and guided retouching

  • Prom No Filter celebrated the full experience of prom night, from getting ready and taking photos to food runs, after-party stops, and the spontaneous moments that happen around the main event. The campaign placed K&G formalwear into playful, real-world settings to show prom style as expressive, affordable, and made for more than one photo op.

  • The visual direction paired polished prom looks with unexpected everyday locations, creating contrast between dressed-up style and casual moments. Bright color, expressive posing, and location-based storytelling helped the imagery feel spontaneous, social, and full of movement while keeping the formalwear front and center.

  • I designed the Prom No Filter lockup to give the campaign a bold, graphic identity that could carry across seasonal touchpoints. The system paired expressive typography, social-inspired language, and value-driven messaging to connect prom style with K&G’s promise of real moments, real style, and real prices.

Group of six young adults dressed in colorful formal attire, smiling and standing together outdoors under a blue sky, with a scoreboard and outdoor structures in the background.
A man in a white suit with a yellow vest and tie, holding a cigar, standing in front of a scoreboard at a baseball field.
Two young adults, a man in a patterned tuxedo jacket and a woman in a black floral dress, smiling at an outdoor event.
A young woman in a shiny green dress with a slit, smiling with eyes closed, standing next to a young man in a black suit with jewelry, both posing together outdoors near a blue carpet and amusement park rides.
A man and woman dressed in bright orange outfits taking a selfie inside a photo booth with a black and white chevron-patterned wall back in the background.
Four friends at a celebration, two women wearing colorful dresses and two men wearing suits, smiling and holding microphones, with a sparkly silver backdrop.
Two people, a man in a tuxedo with a pink bow tie and a woman in a pink dress and tiara, laughing and holding hands in a hallway near a vending machine.
A woman sitting in a white convertible car, smiling and looking up at a man standing next to her. The man is leaning slightly towards her, smiling back, wearing a floral patterned jacket. They are outdoors near a parking lot with greenery in the back

Campaign System

The Prom No Filter identity carried across campaign deliverables, from the lockup and in-store signage to promotional messaging, QR lookbook support, email, and social video. Bold color, social-inspired language, and value messaging helped create a flexible system for seasonal customer touchpoints.

Group of six young adults dressed in formal prom attire, standing outside in front of a goalpost, smiling for the camera.
Advertisement for prom attire with images of young people dressed for prom, showcasing different styles of prom dresses, suits, and tuxedos at various prices.
Colorful logo spelling 'PDRM' with the hashtag '#nofilter' underneath.