Down For Denim was born out of my desire to create a branded campaign centered around Betabrand’s much beloved, but underscored denim collection. My goal was to execute a high-level marketing campaign that included a new theme per day, product reshoots, email and social alignment — plus a live show connected to the campaigns theme that day. My pitch was approved in early August 2021, at which point I worked with Betabrand’s creative and broadcasting teams to launch the Down For Denim Campaign in just three weeks. The result was an YOY increase in revenue for the featured campaign products, as well as a greater awareness of our denim collection.