Do Summer, Not Your Hair - Brand Campaign for Crown Affair

Concepted and led Crown Affair’s “Do Summer, Not Your Hair,” an emotion-driven summer campaign designed to cut through seasonal noise without a new product launch. I built a unified storytelling framework across social, influencer, PR, events, exclusive merch, and community — including a Flamingo Estate activation — positioning the brand as the go-to for effortless summer rituals. Results: 178M reach, $4.3M EMV, 6.8% engagement, +2% follower growth, and major TikTok momentum.