THE CHALLENGE
Back-to-school is a highly competitive retail moment, with every brand vying for attention around staples like denim, polos, and activewear. The Children’s Place needed a campaign that would not only highlight classroom essentials but also resonate authentically with parents and kids. The challenge: how to stand out in a crowded market and connect with customers on a more real, human level.
MY ROLE
As VP Brand Creative, I led the concept development and execution of the Back to School Just Got Real campaign. My role spanned concept, creative direction, and campaign rollout across channels, ensuring the brand’s authenticity and accessibility were at the center of the story.
THE WORK
Real Kids, Real Stories: Shifted away from traditional polished model photography to feature real kids, creating authentic and relatable content that spoke directly to families.
Product Focus: Spotlighted back-to-school staples including denim, activewear, and polos styled in real-world, classroom-ready looks.
Creative Execution: Directed campaign photography and video to feel vibrant, candid, and joyful, reflecting real kids’ personalities.
Omnichannel Rollout: Extended the creative across digital, social, email, in-store, and app, ensuring consistency and reach.
Parent Connection: Positioned The Children’s Place as the back-to-school destination that's both affordable and authentic.
THE RESULTS
Exceeded back to school sales expectations across key categories, especially denim and polos.
Reinforced the brand’s role as a go-to destination for back-to-school essentials.
Delivered a campaign that differentiated The Children’s Place through authenticity and relatability.
Strengthened emotional connection with parents by showcasing real kids in everyday school moments.
HOME PAGE
EMAILS
DENIM CAMPAIGN
KEY TAKEAWAY / LEADERSHIP VALUE
This project highlights my ability to pivot brand storytelling to authenticity, moving beyond aspirational advertising into campaigns that truly resonate with customers. It demonstrates my skill in concepting and directing creative that balances relatability with commercial goals that ultimately build stronger connections between brand and audience.
Credits:
Photographer: Erin Foster
Prop Stylist: Carolina
Art Director: Nicole Popma
Stylist: Jeanine Tasso
Wrangler: Kaysh Shinn
Production: SEQS
Prop Stylist: Carolina
Art Director: Nicole Popma
Stylist: Jeanine Tasso
Wrangler: Kaysh Shinn
Production: SEQS
