Valentine’s Day

Producing Six Shoots, One Cohesive Campaign

Role: Executive Producer + Video Editor
Timeline: < 8 weeks (concept → delivery)
Moment: Valentine’s Day 2024

MeUndies’ 2024 Valentine’s Day campaign was built as a celebration of authentic love stories—six couples, six distinct environments, and one cohesive emotional through-line. As Executive Producer and Senior Creative Lead, I oversaw creative vision and execution across a multi-location campaign designed to feel intimate, cinematic, and human, while still functioning as high-performing growth creative during one of retail’s most competitive moments.

Late in the process, when the paid edits weren’t delivering, I stepped in to reimagine and recut the growth assets under tight timelines. Quickly rebuilding the edits from the ground up, I reframed pacing, narrative emphasis, and emotional hooks to better serve performance without sacrificing authenticity.

What I Did

• Served as Executive Producer overseeing the campaign end to end

• Led creative vision and decision-making as Senior Creative Lead

• Managed multi-location production across six couples

• Maintained a cohesive brand voice across varied environments and storylines

• Stepped in late to course-correct underperforming paid edits

• Reimagined and edited all paid growth assets under compressed timelines

• Balanced emotional storytelling with performance-driven structure

The Challenge

• Six distinct couple stories that needed to feel like one campaign

• Multiple locations with vastly different visual tones

• Paid assets not meeting performance expectations late in the process

• High-stakes Valentine’s Day retail window with limited time to iterate

The Outcome

• Delivered a cohesive, story-driven campaign spanning six couples

• Successfully relaunched paid assets under tight turnaround

• Record-breaking customer growth and revenue

• Most successful 45-day period in company history

• Clear demonstration of decisive creative leadership under pressure

Why It Matters

This project reflects how I operate at a senior level: setting the creative direction, protecting the work, and stepping in decisively when execution needs to shift—especially when timelines are tight and outcomes matter.