ELLE X TU - THE SHOWROOM

I produced an award video that showcased the narrative of Tu’s ‘Lose the Labels’ campaign. The campaign was designed to shift perceptions of Tu from dependable basics to credible fashion. It put Tu on the radar of fashion-forward women via a year-long collaboration with leading style publications. Challenging label bias, the campaign reframed Tu as the go-to brand for stylish, high-quality fashion at an accessible price. A highlight was our Elle x Tu concept store, which started off as an unbranded experience with visitors trying to guess who could be behind such a luxury shopping experience.