THE CHALLENGE
PJ PLACE had already become a destination for matching family pajamas, known for creating fun, memorable seasonal moments. The company identified an opportunity to expand the brand’s reach by making it cool and culturally relevant for Gen Z and young adults. The challenge was to evolve the storytelling and campaign approach so the brand could appeal to multiple audiences with authenticity.
MY ROLE
As VP Brand Creative, I led the creative strategy and campaign development that expanded PJ PLACE beyond its family base into Gen Z culture. I directed the campaign creative, and omnichannel rollout, ensuring the brand was social-first and aspirational.
THE WORK
Influencer Partnerships: Collaborated with cultural voices including The Culpo Sisters, Alix and Ashton Earle, Cody Rigsby and more, leveraging their social presence to authentically introduce PJ PLACE to new audiences.
Launch Campaign: Directed campaign photography, video, and social storytelling to position PJ PLACE as both the go-to family PJ destination and a brand cool enough to wear beyond family moments.
Omnichannel Execution: Ensured consistency across website, social, packaging, and retail storytelling, reinforcing the brand’s expanded positioning.
THE RESULTS
Expanded brand reach and cultural relevance with Gen Z and young adults, establishing PJ PLACE as more than just family-focused.
Influencer-driven content delivered significant visibility and engagement, helping position PJ PLACE as a lifestyle brand with cultural traction and accelerated growth.
ALIX & ASHTON EARLE
THE CULPO SISTERS
KEY TAKEAWAY/ LEADERSHIP VALUE
This project demonstrates my ability to evolve a brand into new demographics without losing its core identity. It highlights my strength in leveraging influencer culture and modern creative strategy to expand relevance, broaden reach, and drive business growth.
