Mary imaj
As Creative Strategist and Creative Director, I was brought on to reestablish Mary Imaj’s relevance after a three-year hiatus in an increasingly competitive market. Building on the brand’s early viral success as one of the first to introduce puffer totes, I refined its voice and positioning and led the relaunch of the iconic puffer bag. The campaign objective was to position the puffer as the ultimate “everything bag,” with a creative strategy centered on showcasing its versatility across a wide range of everyday occasions. Through a cohesive, year-long campaign, I reframed the product as both a cultural staple and a contemporary essential, reintroducing the brand with renewed clarity and momentum.
1H CAMPAIGN
1H CAMPAIGN
CONCEPT
The creative was built around a single talent whose identity shifts throughout the day, with the Puffer Bag serving as the throughline. By cycling between three distinct personas—Gym Diva, Taxi Driver, and Celebrity—we illustrated how style is fluid and intentionally self-defined.
In every scenario, the bag seamlessly adapts to the moment, reinforcing its role as the ultimate “everything bag.” The execution demonstrated that regardless of the role you step into, the puffer bag supports both expression and function—evolving with the wearer, rather than defining them.
Execution
The hero video was edited into three standalone shorts, each shared on social channels. The Taxi clip, featuring the CTA, was amplified through paid media across platforms. Stills from all three narratives were also used in A/B tests on Meta and Pinterest to identify which audiences resonated most with each short, ultimately helping define more distinct, high-performing audience segments.
2H CAMPAIGN
2H CAMPAIGN
CONCEPT
Building on the previous campaign, the goal was to further showcase the puffer bag’s versatility. Desk research into past UGC revealed that consumers primarily valued it as a travel companion. This insight shaped the Summer campaign, which targeted a traveling audience and positioned the bag in vacation and getaway settings, emphasizing its functional style and adaptability for on-the-go lifestyles.
Execution
Static images were deployed on Instagram and Pinterest, emphasizing travel and leisure, while iPhone-shot videos were created for TikTok and Instagram Reels to highlight the bag in real-life, on-the-go moments.
