[YITTY: INFLUENCER & NEW COLLECTION CAMPAIGN]
— ROLE ART DIRECTOR // — SCOPE CREATIVE DIRECTION SUPPORT, ART DIRECTION TOOLKIT, ON-SET PRODUCTION SUPPORT, DIGITAL, LOGO AND BRAND DESIGN ASSETS
ABOUT THE PROJECT
Stretchy Fit FT. Madi Webb celebrated YITTY’s Stretchy Fit collection in collaboration with fashion influencer Madi Webb, whose audience exceeds 2 million followers. The campaign highlighted comfort, fit, and confidence through an elevated yet approachable visual direction. The goal was to drive awareness and engagement for the collection via a social-first campaign that emphasized both product performance and influencer credibility. Layouts paired close-up details with full-body imagery to communicate stretch, versatility, and style across social, site, and marketing channels.
KEY ROLE & RESPONSIBILITIES
Directed the visual concept and creative execution for the Stretchy Fit campaign
Supported on-set photo and video production, guiding shots, angles, and model positioning
Developed a campaign-specific art direction toolkit to ensure consistency across teams
Designed a minimal logo lockup using YITTY’s brand typeface to convey stretch and flexibility
Designed site and video title graphics and oversaw social and email assets for cohesive execution
