The Moments That Make People Feel
Campaign Work
Campaign work is where design steps off the page and into real life.
I build ideas that connect. The kind that sparks curiosity, stirs emotion, and stays with people long after the moment has passed.
Each concept is grown from empathy and intention, shaped to reach real humans in real places. Whether it’s bold, quiet, playful, or a little unexpected, every campaign is crafted to make someone pause, feel something, and remember why it mattered.
1.
Threads of Hope
Project: Integrated Campaign for the SPCA to raise awareness
2025
Threads of Hope transforms second-hand fashion into a movement for compassion and second chances. Developed in partnership with Yaga and the SPCA, the campaign turns discarded clothing into a symbolic act of renewal, raising awareness around animal cruelty and the importance of reporting abuse. Each garment becomes more than a purchase; it becomes a gesture of advocacy, connection, and care.
Inspired by the delicate act of mending, the campaign draws a parallel between repairing clothing and giving abandoned animals a new beginning. Just as a thread brings worn fabric back to life, support from the community can restore trust, safety, and dignity to animals who have been neglected or mistreated. Through thoughtful storytelling and grounded emotional cues, the work encourages people to notice the quiet power of kindness in everyday decisions.
Across tactile packaging, interactive digital touchpoints, and immersive real-world experiences, the campaign weaves a narrative where empathy and action meet. Every detail, from personalised tags to illustrated rescue stories, invites audiences to pause, reflect, and engage. By stitching advocacy into simple, daily moments, Threads of Hope demonstrates that even the smallest acts of care, whether worn, shared, or spoken, can ripple outward and create lasting change.
Fabric meets compassion
Threads of Hope extends beyond clothing into emotion, community, and action. Through public activations, digital interaction, and meaningful packaging, the campaign invites people to witness, feel, and take part in giving animals a second chance
1. Disruptive Public Activation
A roaming clothing rack filled with empty pet carriers, leashes, and bowls moves through malls and campuses, mimicking an abandoned animal searching for help. This unexpected and emotional installation stops audiences in their tracks, sparking awareness and encouraging conversations about reporting animal cruelty.
Local artists create illustrations inspired by real rescue animals, turning second-hand garments into meaningful, story-driven pieces. Each design honours a real animal’s journey, making compassion wearable and visually connecting fashion with advocacy.
2. Artist Collaboration
3. Yaga App Integration
The Yaga app launches the SPCA x Threads of Hope Collection, introduced through a homepage pop-up and subtle animal animations that peek into frame, evoking curiosity and empathy. With one tap, users access the curated collection, seamlessly turning everyday browsing into an opportunity to take action.
4. Story-Rich Thrift Collection
Each pre-loved garment becomes a symbol of second chances, carefully selected and reimagined into a limited-edition collection. Purchasing an item directly supports the SPCA, blending fashion with purpose and helping animals in need receive care and refuge.
5. Packaging & Personal Touches
Every order arrives with a sewn-in Threads of Hope label and a handwritten thank-you note, celebrating the buyer’s role in giving animals a second chance. These personal touches reinforce emotional connection, creating a long-lasting reminder of the impact made.
6. Microsite Rescue Stories
A QR tag on each garment links to a microsite where buyers can read the real rescue story that inspired their piece, learn how their purchase helps, and find ways to report animal abuse or support shelters. This turns clothing into an ongoing education tool and a conversation starter beyond the moment of purchase.