CALIROSA | Creative Strategy, Publication
Most spirit brands rent their audience's attention. This concept was built around Calirosa owning it - a seasonal publication that transforms the brand's existing visual world into something collectible and culturally relevant. The goal was to move Calirosa primarily out of the spirits category and into the lifestyle conversation.
SHEIN | Creative Strategy, Consumer Outreach
Most fast fashion brands treat friction as failure. This analysis reframes it: a barriers-to-purchase deep dive that maps the real reasons high-intent Shein shoppers don't convert, from trust gaps to checkout psychology. The goal was to give the brand a strategic foundation for closing the distance between interest and action.
