Shaped the creative direction for a series of global activations for Victoria’s Secret’s summer campaign ‘Summer Escape’. From the client’s brief, conducted initial research to devise the campaign strategy, developed the visual narrative, and designed individual elements. The outcome was several activations including hotel takeovers, in-store selfie moments, and smaller pop-ups including ice-cream carts. Additionally, responsible for developing the supporting social media content, which included being responsible for creating an Instagram filter and a boarding pass which was used for a variety of purposes including event invitations and as a bounce-back incentive to stores. Also offered clear guidance on how to promote the campaign on social media channels.