New Year -

"Resolve to Evolve"

For the Timbuk2 New Year 2021 campaign, Resolve to Evolve, I supported the development and execution of a brand-led initiative designed to inspire reflection, momentum, and lifestyle change at the start of the year. The campaign connected Timbuk2’s products to themes of personal growth, movement, and adaptability-reinforcing the brand’s relevance beyond utility and into everyday life.

Campaign Concept & Messaging Development

I collaborated with creative and marketing leadership to help shape the campaign’s messaging and narrative direction. Resolve to Evolve was positioned as a modern alternative to traditional New Year’s resolutions, aligning Timbuk2 with progress, resilience, and continuous improvement.

I contributed to messaging refinement and content planning to ensure the campaign resonated emotionally while remaining grounded in product use and real-life application.

Creative Production & Visual Direction

I supported creative production and photoshoot execution, assisting with planning, asset selection, and on-set creative direction. Visuals were designed to feel aspirational yet grounded- highlighting movement, transition, and everyday moments where Timbuk2 products support evolving lifestyles.

I helped ensure assets were versatile and scalable across multiple channels while maintaining a cohesive visual tone.

Multi-Channel Campaign Execution

I designed and executed campaign assets across a broad range of channels, including:

• Website and landing page visuals anchoring the campaign narrative
• Email marketing creative supporting seasonal storytelling and product discovery
• Social media content designed to drive engagement and brand affinity
• Supporting digital and print collateral used across promotional placements

Across all channels, I ensured visual consistency, brand alignment, and message clarity to deliver a unified campaign experience.

Launch Coordination & Optimization

I supported campaign rollout and execution across digital platforms, helping coordinate timelines, asset deployment, and content sequencing. I worked cross-functionally to ensure creative accuracy and alignment during launch, contributing to a smooth and cohesive seasonal campaign.

Results & Impact

• Supported a brand-led seasonal campaign that generated 1.2M+ impressions across digital, email, and social channels
• Contributed to a 30%+ increase in engagement across New Year campaign content compared to baseline brand content
• Helped drive increased traffic to campaign landing pages during a key seasonal moment
• Reinforced Timbuk2’s brand positioning around movement, adaptability, and modern urban lifestyles

Skills Demonstrated

• Brand Storytelling & Seasonal Marketing: Developed emotionally resonant campaigns tied to cultural moments
• Integrated Campaign Execution: Delivered cohesive creative across web, email, social, and digital channels
• Lifestyle-Oriented Creative Direction: Supported visuals that balanced aspiration with authenticity
• Cross-Functional Collaboration: Worked closely with creative, marketing, and production teams to align vision and execution
• Detail-Oriented Launch Management: Ensured accuracy, consistency, and cohesion during high-visibility campaign rollouts