Anna Rachele
Feel and Be Fresh — Integrated Campaign · Copywriting, Strategy & Visual Design
This is a spec work campaign created as part of my advertising studies at Centennial College, in collaboration with Kim Khanh Nguyen. Not affiliated with or endorsed by Anna Rachele. All copy, campaign strategy, and visual design are original work.
The Concept
Campaign Name
"Feel and Be Fresh"
An integrated campaign for Anna Rachele built around one central tension: fashion that feels personal. The idea — that every woman can pick, customize, and live her own style — runs through every channel.
Campaign Line
BE FRESH
BE YOUR STYLE
BE YOURSELF
#BeFresh
Creative Executions
Outdoor Billboard
"Pick it. Customize it. Live it Fresh."
AR-Enabled Poster
#BeFresh
Integrated Channels
Outdoor & Billboard
AR-enabled posters featuring real women wearing Anna Rachele. Passersby scan the poster to discover who designed the dress and pick up a gift card. Billboards with the tagline "Pick it. Customize it. Live it Fresh" drive traffic via #BeFresh.
"Pick it. Customize it. Live it Fresh." — Billboard copy
Social Media / Interactive
Users sign up on annarachele.com to pick, modify, or design their style for the season. The #BeFresh hashtag connects the outdoor experience to social sharing — turning the campaign into a UGC engine.
Event Experience
A guerrilla fashion show in a public space — random women invited to model. Photo booths amplify the organic, inclusive message of the brand. The event bridges the gap between aspiration and accessibility.
Video Commercial
15-second spot: a woman in a floral Anna Rachele dress, movement, lightness, freedom. Closes on the campaign line. Designed for pre-roll and social.
Skills Demonstrated
Full Campaign Deck
View all executions, mockups, and strategic rationale.
