back to school

A personality-led seasonal campaign that reframes back-to-school through character rather than product.

Challenge

Move beyond promotional back-to-school messaging in a crowded market.

Insight

Clothes help shape identity. Students arrive on the first day with distinct personalities, not as product categories.

Strategy

Drawing inspiration from classic senior superlatives, we reimagined the idea for a younger audience. I led our creative team of stylists, designers, writers, and photographers to develop a concept that celebrated character and confidence. Each child was photographed portrait-style, allowing personality and playfulness to take center stage.

Experience

The campaign launched with a feature email introducing the theme and visual system, followed by a series of social and Pinterest pieces that expanded the story. Every asset worked together to highlight the diversity and energy of our young “class,” creating a cohesive and lighthearted celebration of back-to-school style.

Impact

At its heart, this campaign honored the individuality that makes every kid shine. It reminded parents and kids alike that back to school isn’t just about new clothes — it’s about returning as your best self, ready to stand out.

Campaign: Back To School for zulily
Art Director: JP Flores
Copywriter: Matthew Schnirman
Producer: Jessica Roe
Photography: Matt Villanueva
Styling: Blanca Martinez
Graphic Design: Mackenzie Maynes