Toy Story - 2026 Campaign

For the launch of Vanilla Underground's Toy Story apparel and accessories collection, I led the creative direction for the campaign shoot and produced the supporting social content across Instagram, TikTok, and Facebook.

I developed a phased campaign strategy spanning pre-launch, launch, and post-launch, designed to build anticipation ahead of the Toy Story 5 release, maximise engagement during launch, and maintain momentum after the collection went live.

From concept development and shoot direction to content creation and platform-first social assets, I focused on creating a visually engaging campaign that celebrated the nostalgia of the franchise while showcasing the collection in a fresh, contemporary way. The result was a cohesive campaign that strengthened the collection's identity and connected with both existing fans and new audiences.