BACK TO SCHOOL 2025

The “Funnovation Lab,” campaign is the most successful Back-to-School campaign in brand history. The kid-run style laboratory put Gen Alpha in charge—young creators designed, tested, and modeled their own looks in a celebration of choice, confidence, and self-expression. Collaborated with kid designer Max Alexander (@couture.to.the.max) to generate cultural buzz and authenticity. Supported the delivery of a fully integrated campaign spanning hero film, photography, behind-the-scenes content, digital and retail integration, and a cohesive graphics toolkit. Assisted with creative development, casting, art direction, and cross-functional coordination alongside photographer Ian Boddy and director Columbine Goldsmith.