Wear Good Campaign

From strategy through execution, I led the Wear Good campaign—an integrated seasonal brand initiative that reinforced TOMS’ commitment to mental health while positioning the brand as fashion-relevant. In close collaboration with the Chief Brand Officer and creative team, I led all aspects of the campaign, including sourcing and contracting six diverse talents whose work centers around mental health, including podcaster Tay Lautner, breathwork coach Millana Snow, and licensed therapist Jacqueline Garcia. Their personal stories were brought to life through still imagery and documentary-style video, featured across owned, earned, and paid media channels.