BRAND CAMPAIGN
Mindy x Andie
In 2023, Andie Swim launched Mindy Kaling's first swimwear collection, Mindy x Andie: a vintage-inspired drop with a modern twist that drove significant business impact beyond initial sales.
Campaign Performance:
Collection nearly sold out within two weeks
of launchGenerated substantial earned media coverage across People, InStyle, Grazia, and WWD, significantly boosting brand SEO and organic search traffic
Created a "halo effect" that elevated brand credibility and
drove sustained customer acquisition for years following the campaignPositioned Andie as a brand worth paying attention to
Photoshoot:
As Mindy's first-ever swimsuit photoshoot and design collaboration, meticulous creative planning was essential, resulting in imagery that balanced old Hollywood glamour with authentic product messaging around quality, comfort, and fit.
2024
Summer Camp:
Mindy x Andie
The partnership's overwhelming success led to a second collection, Summer Camp: Mindy x Andie, launching in May 2024. This 51-piece nostalgic drop channeled the joy of summer camp with new designs including cover-ups and camp-themed accessories.
I art directed and co-produced the second campaign, both ecomm and lifestyle shoots: overseeing creative vision from concept through execution. In order to create more of a summer camp vibe I hired more models to feel like the friendships made during those memorable and nostalgic camp moments.
Launched across owned and paid channels including Andie's website, paid social, email marketing, organic social, and PR: ensuring maximum reach and cohesive brand storytelling at every touchpoint.
As seen in: WWD
INTEGRATED MARKETING STRATEGY
