We developed three distinct broadcast concepts for Rothy’s first TV + digital + paid campaigns, in collaboration with Meta & our San Francisco growth team.

the year prior, My team built an internal paid/organic content studio, taking it over from an outside agency to test & learn + improve the creative quality + maintain brand standards.

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based on our learnings from building the content studio, I led the concepting + execution to boost brand awareness + fashion credibility + highlight the four pillars: style, comfort + sustainability + washability.

1) Humor:

i Used washability + real-life mishaps to connect with our audience through a new lens.

2) R&D/animation:

Partnered with Builders Club London (*click to view).

to push + build our animated world for the handbag launch; handbags use the same patented woven technique & recycled (PET) materials as our shoes but with a new recycled material (marine plastics).

3) Classic brand film:

A Wes Anderson–inspired, stylized tour of rooms that tells the brand story & showcases all four pillars with special talent collaborations.

TA3 Branding 2025

Spain | La Muralla Roja | Rothy's