Led design and creative direction for a Teen Vogue x Amazon Studios campaign promoting Elle, the Legally Blonde prequel, following Elle Woods as she navigates high school and reinvents herself in Seattle. Leading a large multidisciplinary team of creatives, we created an asset pack exemplifying four different subcultures from late ‘90s. The photos were shot by Emma Louise Swanson, styled by Kirby Marzec, and feature Keilani Randall. The images were used across a strategic rollout featuring a zine-inspired foldout poster distributed at Teen Vogue Fest and independent bookstores across Seattle and LA, an interactive quiz on teenvogue.com that allows users to discover their own ‘90s archetype, animated social assets and paid influencer content for Instagram and TikTok, and an experiential photo booth activation on-site at TV Fest. The campaign translates the coming-of-age spirit of Elle into a playful, participatory experience aimed to resonate with Teen Vogue’s Gen Z audience.
