I led the campaign concept and art direction for Tillys' 2025 Back to School campaign—an incredible opportunity to bring a personal idea to life on a national scale. After my concept was selected, I worked closely with the Creative Director to shape the campaign from the ground up, starting with moodboards and detailed on-site planning, through to helping direct the photoshoot. I also concepted the seasonal backpacks campaign, which lived within and complemented the larger Back to School story. I developed the visual identity and toolkit that guided the entire design team in producing cohesive digital, print, and event materials. I led the design for the storefront windows, which rolled out across all 250+ Tillys locations nationwide.