Jockey

Campaign Development | Photography Direction | Brand Storytelling

Launching a modern expression of comfort

Jockey's Forever Fit collection introduced a new generation of products for one of the most recognized brands in apparel. The opportunity was to create a launch that felt contemporary while remaining true to the comfort and confidence that have defined the brand for decades.

Working closely with the Jockey team, I helped develop the creative direction for the launch across catalog, digital, retail, and in-store experiences. An assessment of the competitive landscape revealed an opportunity to move beyond category conventions and create a more modern expression of the brand.

From concept through production, I helped shape the visual language of the campaign, contributing to photography direction, talent selection, styling, location development, and shot planning. The work focused on real women, natural moments, and a more authentic expression of comfort and confidence.

The resulting campaign introduced Forever Fit through a cohesive multi-channel experience that brought a fresh perspective to the brand while remaining grounded in its heritage.

Role
Creative Direction, Campaign Development, Photography Direction, Integrated Marketing

Team
Partnered with Quad, Periscope, and the Jockey marketing and merchandising teams.