Ad Campaign
Capturing Culture: Visual Campaigns That Converted
From Ghost to Nike, I created youth driven photo content that brands turned into high performing ad campaigns designed to connect, built to sell.
Overview:
Youth-Targeted Visual Campaigns for GHOST, OAKLEY, NIKE & MARSHALL AMPLIFIERS
Over the past year, I’ve led high impact photo campaigns for major brands like Ghost, Oakley, Nike, and Marshall Amplifiers focused on capturing the attention of younger audiences (ages 18–35). Each brand came to me with the same goal: disrupt their usual content style and reintroduce their products with fresh, culture-driven visuals that spoke directly to the next generation of customers.
GHOST
I created an energetic series of product images designed to elevate Ghost’s line of zero sugar energy drinks. The campaign focused on gaming culture and color forward visuals, which Ghost backed with a digital ad spend targeting college students, professionals gamers and young adults. The result? A 28% increase in click-through rates and noticeable lift in Gen Z trial purchases within 8 weeks.
OAKLEY
For Oakley’s trial launch of their prizm shades, I developed clean visual for the casual owner with a hint of swag. Oakley used my imagery in paid Instagram Reels and TikTok placements, supported by a $15K campaign budget. The content helped shift brand perception, bringing in a younger demographic that hadn't engaged with Oakley in years.
NIKE
I contributed to a micro campaign aimed at promoting a new line of lifestyle sneakers. My photography focused on movement, youth energy, and raw street texture. Nike used the visuals across Instagram stories and targeted ad sets, resulting in a spike in engagement among 18–25-year-olds and a measurable bump in online sales during the launch window.
MARSHALL AMPLIFIERS
Marshall tapped me to produce a mellow grit vibe to their new line of bluetooth speakers designed with younger musicians in mind. My work leaned into the iconic name for the household user. Marshall used these images in their instagram ads, helping them tap into a completely new segment of first-time buyers under 40.
Each of these campaigns combined my creative direction with brand strategy and performance marketing. The visuals weren’t just for show, they were designed to convert. And they did.
Results:
Each campaign delivered strong ROI through targeted visuals and youth-focused digital strategies:
- GHOST
• 46.9% increase in click-through rates on paid ads
• 28% lift in Gen Z trial purchases within 8 weeks
• Increased engagement from gaming communities and fitness micro-creators - OAKLEY
• 64.1% growth in engagement on Instagram Reels and TikTok
• 17% increase in web traffic during campaign period
• Successful re-entry into the Gen Z and millennial markets after a multi-year gap - NIKE
• 27% spike in engagement from 18–34-year-olds
• 12% increase in online sales of the featured lifestyle sneakers
• Above-average retention on ad content (watched to 47.3%+ completion) - MARSHALL AMPLIFIERS
• 2.3x return on ad spend within first 3 weeks
• New user base established: 37.2% of conversions were first-time buyers under 40
• Brand sentiment rose via comment sentiment tracking and direct feedback
