For the Apricot Summer campaign, I led the creative direction of a vibrant, feel-good marketing strategy that captured the joy of movement and the juicy spirit of summer. Set in an open urban park framed by vivid pops of gold, pink, and yellow, the campaign celebrated freedom, fun, and bold seasonal style, grounded in a fresh, fruity energy inspired by ripe apricots.

With a focus on saturated colour and dynamic motion, the campaign evoked carefree afternoons, sun-warmed concrete, and the playful energy of skating under an open sky.

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MARKETING COMPONENTS

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Campaign Assets: Shot on location in a contemporary urban park with a neutral ground and bold, summery backdrops in apricot-inspired hues. The visuals highlighted movement, texture, and joy, celebrating the power of self-expression through skate culture. Assets were developed for use across digital platforms, print, and out-of-home advertising.

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Digital Strategy: A high-impact digital rollout combining Instagram Reels, TikTok trends, and user-generated content challenges under the hashtag #ApricotRollerSummer. This was supported by targeted email campaigns, seasonal moodboards, and influencer partnerships with skate creatives, lifestyle content creators, and micro-influencers who embody movement and colour.​

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B2B Assets: Custom-designed lookbooks and sales decks infused with the warm, fruity essence of the campaign. These visually rich tools helped retail partners translate the apricot energy into their spaces through curated merchandising ideas, display inspiration, and social-ready content.​​