Michele campaign featuring Ashley Graham.

“Legacy Redefined” celebrates women and the multifaceted legacies they create over the course of their lives. Championed by Ashley Graham — a woman whose own story embodies the essence of MICHELE luxury watches— this campaign aims to inspire and empower women to embrace their roles of boldness and femininity while defining their own legacies, time after time.

As a model, entrepreneur, mother, author and advocate, Ashley Graham has redefined the fashion and media industries while always staying true to her authentic self. Her legacy is built on kindness and is meant to inspire women to do the same — be themselves, embrace their journeys and lift each other up.

This campaign culminated a year of brand work and consumer research. With extensive planning, we shot a full year’s worth of content (video, stills, and social). Guided team on final deliverables including ecomm site refreshes, social content, emails, wholesale activations, paid media (including digital OOH and connected TV), and print ads in the September issues of Vogue and Marie Claire.

After launch, ecomm sales were up +38% YOY, conversion rate up +9% YOY, revenue up +59% YOY, traffic up +59% to LY, transactions up +30% YOY.

Role: Associate Creative Director

Creative Director: Greg Smith

Sr. Art Director: Ariel Saura-Bretschger

Lifestyle photographer: Coliena Rentmeester

Director of Photography: Michael Casker

Product photographer: Shelley Kautz, Harper Ewing

Wardrobe Stylist: Emily Evans

Set design: Maria Santana

Hair: Justine Marjan

Makeup: Laura Stiassni

Retoucher: Catherine Stewart

Producer: Gwynne Hochberg