<<chapter 4>>
RESPECTFULLY, YOURS 👵🏼
<<chapter 4>>
RESPECTFULLY, YOURS 👵🏼
<<chapter 4>>
RESPECTFULLY, YOURS 👵🏼
<<client>>
ashley {F/W 2026 CAMPAIGN} /spec
<<sow>>
/creative-direction /art-direction, /ooh, /copywriting
<<client>>
ashley {F/W 2026 CAMPAIGN} /spec
<<sow>>
/creative-direction /art-direction, /ooh, /copywriting
<<client>>
ashley {F/W 2026 CAMPAIGN} /spec
<<sow>>
/creative-direction /art-direction, /ooh, /copywriting
<<goal>>
to reposition Ashley in the cultural imagination—by addressing its past head-on and rewriting its narrative
<<goal>>
to reposition Ashley in the cultural imagination—by addressing its past head-on and rewriting its narrative
<<goal>>
to reposition Ashley in the cultural imagination—by addressing its past head-on and rewriting its narrative
THE SHIFT:
Ashley had history. Comfort. Familiarity. But it also had baggage. This campaign became a love letter and a farewell note—thanking the past while boldly stepping into the future.
THE SHIFT:
Ashley had history. Comfort. Familiarity. But it also had baggage. This campaign became a love letter and a farewell note—thanking the past while boldly stepping into the future.
THE SHIFT:
Ashley had history. Comfort. Familiarity. But it also had baggage. This campaign became a love letter and a farewell note—thanking the past while boldly stepping into the future.
APPROACH:
Framed as a stylish, self-aware “goodbye to the old Ashley,” the campaign leaned into clever copy and nostalgic references. It winked at the brand’s outdated associations—lace doilies, plastic-covered couches, grandma-core—and made it clear: Ashley had glowed up.
APPROACH:
Framed as a stylish, self-aware “goodbye to the old Ashley,” the campaign leaned into clever copy and nostalgic references. It winked at the brand’s outdated associations—lace doilies, plastic-covered couches, grandma-core—and made it clear: Ashley had glowed up.
APPROACH:
Framed as a stylish, self-aware “goodbye to the old Ashley,” the campaign leaned into clever copy and nostalgic references. It winked at the brand’s outdated associations—lace doilies, plastic-covered couches, grandma-core—and made it clear: Ashley had glowed up.
/CREATIVE-CONCEPT:
/CREATIVE-CONCEPT:
/CREATIVE-CONCEPT:
<<campaign>>
RESPECTFULLY, YOURS 👵🏼
A graceful departure from the outdated version of the brand. It honored what Ashley meant to previous generations, while reclaiming its voice with editorial polish and cultural relevance.
<<campaign>>
RESPECTFULLY, YOURS 👵🏼
A graceful departure from the outdated version of the brand. It honored what Ashley meant to previous generations, while reclaiming its voice with editorial polish and cultural relevance.
<<campaign>>
RESPECTFULLY, YOURS 👵🏼
A graceful departure from the outdated version of the brand. It honored what Ashley meant to previous generations, while reclaiming its voice with editorial polish and cultural relevance.
>>TONE OF VOICE:
/reflective, /culturally-aware, /poetic, /warm, /stylish, /honest, /nostalgic, /boldly-emotional
>>TONE OF VOICE:
/reflective, /culturally-aware, /poetic, /warm, /stylish, /honest, /nostalgic, /boldly-emotional
>>TONE OF VOICE:
/reflective, /culturally-aware, /poetic, /warm, /stylish, /honest, /nostalgic, /boldly-emotional
>>ART DIRECTION:
Art direction drew from vintage visual cues—warm textures, soft light, classic silhouettes—but reimagined them through a modern editorial lens. Spaces felt lived-in, layered, and deeply intentional.
>>ART DIRECTION:
Art direction drew from vintage visual cues—warm textures, soft light, classic silhouettes—but reimagined them through a modern editorial lens. Spaces felt lived-in, layered, and deeply intentional.
>>ART DIRECTION:
Art direction drew from vintage visual cues—warm textures, soft light, classic silhouettes—but reimagined them through a modern editorial lens. Spaces felt lived-in, layered, and deeply intentional.
/OOH-CAMPAIGN:
/OOH-CAMPAIGN:
/OOH-CAMPAIGN:
OOH placements read like letters in public—bold statements printed across subway posters, corner billboards, and design magazines. Lines like “Same bones. New attitude.” delivered punch and poetry, often against sleek beige-to-wine gradients with sharp type.
OOH placements read like letters in public—bold statements printed across subway posters, corner billboards, and design magazines. Lines like “Same bones. New attitude.” delivered punch and poetry, often against sleek beige-to-wine gradients with sharp type.
OOH placements read like letters in public—bold statements printed across subway posters, corner billboards, and design magazines. Lines like “Same bones. New attitude.” delivered punch and poetry, often against sleek beige-to-wine gradients with sharp type.
>>MANIFESTO:
>>MANIFESTO:
>>MANIFESTO:
<<snippet>>
They say home is where the heart is.
Well, grandma’s house had plenty of heart… and way too many lace doilies.
<<snippet>>
They say home is where the heart is.
Well, grandma’s house had plenty of heart… and way too many lace doilies.
<<snippet>>
They say home is where the heart is.
Well, grandma’s house had plenty of heart… and way too many lace doilies.
<<snippet>>
Ashley used to be all about that—safe, sturdy, stuck in the past.
But we’re not here to live in a time capsule.
<<snippet>>
Ashley used to be all about that—safe, sturdy, stuck in the past.
But we’re not here to live in a time capsule.
<<snippet>>
Ashley used to be all about that—safe, sturdy, stuck in the past.
But we’re not here to live in a time capsule.
.
<<snippet>>
Same bones. New attitude.
Respectfully, yours.
<<snippet>>
Same bones. New attitude.
Respectfully, yours.
<<snippet>>
Same bones. New attitude.
Respectfully, yours.
/THANK-YOU:
/THANK-YOU:
/THANK-YOU:
<<tools>> .psd
<<typeface>> OT Brut
<<imagery>> Pinterest
<<tools>> .psd
<<typeface>> OT Brut
<<imagery>> Pinterest
<<tools>> .psd
<<typeface>> OT Brut
<<imagery>> Pinterest
/EXPLORE-MORE:
/EXPLORE-MORE:
/EXPLORE-MORE:
<<spin-off>> FORMS & FEELS 📕 >>coming soon<<
<<spin-off>> FORMS & FEELS 📕 >>coming soon<<
<<spin-off>> FORMS & FEELS 📕 >>coming soon<<
ASH
🛋️
ASH
🛋️