PRIMALOFT
Role: ACD | TEN35
From 2018 to 2020, I helped lead creative + creative strategy for PrimaLoft across both B2B and consumer-facing work, translating complex material innovation into stories people could actually understand and connect with. My role spanned campaign concepting and art direction, paid and social content, print, brand strategy, product marketing and hang-tag design, as well as the creative development and execution of PrimaLoft’s presence at major industry trade shows. The work supported product stories including ThermoPlume and PrimaLoft Bio, while helping bring the brand’s larger commitment to performance, innovation and sustainability to life across every touchpoint. I also art directed Behind the Genius, an editorial content series that went inside the people, ideas and technology driving PrimaLoft forward.
