Pace Dip in

As my first project leading as an Associate Creative Director, I oversaw the creative development and art direction of a summer shopper marketing campaign designed to help Pace win share among millennial consumers. Rather than focusing solely on product attributes, the campaign positioned Pace as an essential part of contemporary summer gatherings, connecting the brand to the occasions and experiences that resonate most with a younger audience.

To bring the strategy to life, I directed a custom lifestyle photoshoot that captured vibrant, authentic summer moments while balancing strong product visibility with culturally relevant storytelling. The resulting visual system was designed to feel fresh, energetic, and distinctly different from traditional category communications, helping Pace show up in a more modern and engaging way across retail and shopper touchpoints. The campaign ultimately contributed to Pace's first positive movement among millennial buyers in recent brand history, demonstrating how occasion-based, lifestyle storytelling and creative leadership can drive measurable brand growth.