This was a self-directed concept campaign for a subscription box for Urban Outfitters. The exercise took a deep dive into millennial and gen-z women and their affinity for direct-to-consumer experiences and personally curated content. 

Colors and photo art direction were chosen to express a vibe of ease and edge providing a conceptual campaign built out into packaging, social, and brand marketing to convey the overall feeling of coveted coolness in a curated box.