Luxury Is Yours to Define

The brief: Drive consignments during the month of January 2023 through a 360 campaign.

Every January, TRR runs two campaigns: one to drive consignments by capitalizing on the new year, and one to support a TV commercial that is focused on customer acquisition and demand. With this campaign we brought the two campaigns together under one cohesive narrative for the first time. The result was a 360 campaign that spoke to both consignors and shoppers alike through the lens of inclusivity. This concept is very personal to me, as I truly believe the luxury world should be one that is inviting and that celebrates shoppers from a wide range of economic and social backgrounds. This idea drove all of my work during my time at TRR, and it is a story we were able to fully actualize through this campaign.

Contribution: Creative strategy, including overarching concept and tagline, and creative oversight of all copy creation by team.