The Challenge
Hollister needed to launch its summer collection in a way that broke beyond conventional fashion advertising and connected with a youth audience through authentic storytelling and cultural relevance.

The Solution
A digital-first campaign captured a real summer adventure at sea, blending music, film, and commerce into an interactive experience that turned inspiration into instant purchase.


I collaborated on envisioning and bringing the campaign to life, chartering a sailboat to film a musical documentary that followed Hollister models on an authentic journey. The film was showcased across digital platforms and in-store displays, with an intuitive interface that allowed customers to purchase pieces from the collection in real time. Musician Alexi Murdoch composed the score and performed live on the beach, with tracks offered as free digital rewards to create an iconic playlist that amplified the brand’s summer vibe. The result was a campaign that seamlessly merged storytelling, culture, and commerce, cementing Hollister’s summer collection as both an experience and a must-have.

Team: CAA Marketing Department