Madewell: Jortcore
My Role: Senior Creative Producer
Project: We helped Madewell ride several cultural summer trends with the creation of their own trend: #JORTCORE. With the aim of engaging Gen Z and highlighting sustainability, we celebrated jean shorts (jorts) and self expression. We hired Brooklyn surf-punk girl band Nevva to write an original song. Influencers used the song on TikTok and IG to promote reusing old garments and even upcycling the scraps!
Result: Benchmark-breaking ad recall and upwards of 74M+ view rates.
*All video examples are shown here for the purposes of my portfolio and are not meant to infringe on any usage/rights.
