I created a marketing campaign idea board for the lifestyle retail brand Free People, titled “Free Falling.” This concept is inspired by themes of color, vibrancy, individuality, and confidence. I carefully selected influencers who embody the campaign’s spirit, ensuring they align with both the brand’s identity and the vision behind the campaign. I sourced a collection of images showcasing clothing, patterns, colors, fabrics, and text that inspired me. My goal for the final result was for any viewer to immediately recognize the target audience, aesthetic, and overall vision of the campaign.

The title “Free Falling” is a playful combination between the Fall 2025 season and the brand’s name, Free People. I wanted to evoke a sense of freedom, fun, and effortless style, blending seasonal trends with the brand’s creative and carefree spirit. I included the phrase “sunshine on a cloudy day” to emphasize that while fall is often associated with falling leaves and gloomy skies, this campaign aims to bring light, vibrancy, and color back to the season, drawing inspiration from the natural color palette of autumn.

This project gave me the creative freedom to develop a campaign concept that resonated not only with me personally, but also with the Free People brand, which I've been a loyal customer of for years. The concept board is a visual representation of my positive and vibrant outlook on life, I wanted that vibrant and bold energy to shine through in every element of the campaign.