Creative Ideation & Cultural Strategy for Merrell EU
Role: Creative Ideation & Cultural Strategy
Scope: Creative Concept Development / Strategic Partnerships / Talent Identification / Talent Outreach / Strategic Seeding / Community Engagement / Relationship Management / Experience Design / Campaign Coordination
Project Overview: Commissioned by Merrell EU as part of its Outside in the City paid partnership campaign, I developed a creative concept connecting London and Paris across Fête de la Musique and Paris Fashion Week. Alongside the campaign strategy, I designed an elevated gifting experience and bespoke campaign merchandise that translated the creative narrative into tangible touchpoints. Rooted in authentic community engagement and cultural storytelling, the activation strengthened brand affinity through meaningful experiences and organic advocacy.
