Shifting from one-off promotions to connected campaign storytelling

Coolibar’s seasonal campaigns were a series of one-offs—one day, a new color; the next, a new style. The brand marketing team was reacting in real time, chasing email clicks rather than working from a plan, and sending 2 emails a day without a cohesive story. Each channel worked independently. The catalog was grouped by category and fabric, emails chased performance, and the website featured different styles—leaving the brand experience fragmented.

Challenge

From Fragmented to Story-Led

Approach: Building a Seasonal System

Weekly color-driven storytelling • Aligned messaging • A cohesive framework across channels

Color as a System

Building the Visual Library

A System of Stories

A Digital Ecosystem

A flexible framework translated across e-commerce, email, paid media, and social.

Performance Advertising at Scale

Social Content System

Outcome

200+ digital assets per drop
4 catalogs
2% conversion rate
$6M revenue

Just as importantly, a clear plan brought the team into alignment and enabled faster, more focused asset creation.

Spring Drop: The Right Mix

Art Direction

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Video Direction & Editing

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Casting

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Location Scout

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Prop Artist

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Art Direction / Video Direction & Editing / Casting / Location Scout / Prop Artist /

.15-second video was sent as a retargeting ad that generated $556k in total revenue
Creative Director: Elizabeth Mullen | Videographer: Dan Dixon | Copywriter: Madeline Glaser | Video Editor: Bertram Cambridge

Revenue: $15,186

National Geographic Traveller magazine
Creative Director: Elizabeth Mullen | Art Director: Salomé Castro | Photographer: Cheyenne Ellis

Summer Drops: Paradise Calling

Produced, art-directed, and edited for Coolibar’s Spring location shoot in Miami this video was used for prospecting and retargeting spots seen worldwide.

Creative Director: Elizabeth Mullen | Videographer: Carlos Rojas | Video Editor: Bertram Cambridge