Starbucks
Project Type: Integrated Campaign
I developed an integrated sustainability campaign for Starbucks to reduce single-use plastic waste through a Reusable Cup Sanitizing Station, a physical in-store installation paired with a digital rewards system in the app. The campaign incentivized customers to make sustainable choices by earning bonus rewards for using reusable cups. I designed a multi-channel ecosystem including Instagram posts, carousel ads, in-store signage, outdoor banners, and billboard mockups. This project strengthened my ability to merge innovation, sustainability, and experience design into a cohesive campaign.
Gucci faces a brand perception gap, some consumers view it as overpriced or overly experimental, and traditional retail fails to build deep emotional connections with modern audiences.
Problem:
People remember how an experience felt, not just what they saw. Sensory, Instagrammable, immersive environments create emotional brand loyalty that no store shelf can replicate.
Insight:
Create an immersive jungle pop-up experience at SXSW featuring The Forbidden Tree (red Gucci bags as "fruit"), unique scents, soundscapes, and nature-inspired fashion displays, plus guerrilla marketing with models walking urban streets in jungle couture to drive foot traffic.
Solution:
