At Thursday Boots, I led the in-house creative team on a brand refresh that unified the company’s best-selling models under a stronger identity. I directed multiple shoots to replace a UGC-heavy approach with a cohesive library of assets, extending across YouTube, OOH, email, and paid social. The campaign featured celebrities like Nina Agdal and Tyson Ritter for polished hero content, while additional assets leaned into tongue-in-cheek parody to broaden appeal. Working alongside the media team, I carried the refresh through campaign visuals, web UX, and editorial storytelling. This work contributed to a period of rapid expansion for the brand, during which its valuation more than tripled.