As Creative Director at ASOS, I introduced a new Creative Brand Strategy as our guiding principle. Using my knowledge of visual culture, I led the creative team in enhancing the brand's identity by forging collaborations with artists and adopting a nuanced approach to storytelling. Our visual expression conveyed the joy of play and explored the intersection between life and style.

We moved away from a dated visual style and embraced a new era of creativity and innovation, leveraging AR, VR, and the Metaverse. I facilitated ideation sessions and improved creative briefing, leading the company towards an elevated and realistic portrayal of our audience. We captured their essence, becoming the preferred choice for fashion-loving individuals in their 20s.

I led the campaign output for the company and partner fashion brands, ensuring consistent and impactful crafted visuals and innovation through new technologies. My team and I helped global brands such as Calvin Klein, Levi's, and Nike connect with a unique customer base, giving their brands the 'ASOS' treatment and introducing them to a social-first audience.

The resulting campaigns attracted over 200k new customers in 12 months, with various eye-catching visuals across social media, app, performance, and PR channels. During my tenure, the performance channel ROAS increased by an average of 20%.