Max Mara is a luxury fashion house known for timeless outerwear and refined Italian design. For a winter seasonal campaign, I translated a signature outerwear story into a cohesive visual world across video, print, OOH, event, social, and digital touchpoints.
The work balanced classic sophistication with a modern, cinematic sense of winter, creating a consistent campaign experience from the street to the screen.
Client: Max Mara
Role: Sole North American Designer
Scope: Art Direction, Integrated Campaigns & Experiential Design
FROM CAMPAIGN TO EXPERIENCE
Transforming Max Mara’s visual language into memorable physical moments
Client: Max Mara
Role: Sole North American Designer
Scope: Art Direction, Integrated Campaigns & Experiential Design
As Max Mara’s sole North American designer, I led creative across the Icon Coats collection, The Cube puffer coat campaign, Fall/Winter Times Square motion, the Aspen event, and the Women In Film Honors celebrating Lili Reinhart. I also supported seasonal campaigns and digital creative for Weekend Max Mara and Marina Rinaldi.
I owned the visual rollout across digital, print, motion, and physical environments, creating campaign concepts, social, email, e-commerce creative, Times Square video, invitations, menus, event signage, step-and-repeat backdrops, swag, and production-ready files. The work carried Max Mara’s luxury point of view from digital customer touchpoints to high-visibility OOH and in-person events.
Impact
+150% video views
6.7% social engagement rate
12% email click-through rate
+13% store foot traffic year over year
+77% campaign revenue lift
