Wired Heart Beanies is a campaign I created for my brand TRL4EVA, centered around a line of reversible beanies. I led the entire process, from product design and manufacturer coordination to creative direction and multi-channel promotion. The campaign helped position the beanies as my brand's best-selling product line.
Product Development
I began by designing the beanies and working directly with a manufacturer in China. To ensure accuracy and quality, I developed a detailed tech pack that outlined specifications, materials, and reversibility guidelines for production.
Campaign Strategy
Each colorway was supported by a unique visual campaign that matched its style and mood. I used a mix of 3D motion design, product photography, and short-form video to highlight the beanies' versatility and appeal.
Initial Promotion
To build anticipation, I recreated the designs in Cinema 4D and released a motion video showcasing the reversible feature. This preview more than doubled the views of my previous content and helped expand my audience prior to launch.
Mohair Panda
This campaign focused on photography. I used a mirror to display both sides of the beanie in one shot, then refined the concept in Photoshop. The final layout was used as a promotional poster. Additional shots included:
Male and female models to highlight the unisex appeal
Urban product shots on concrete to match the brand’s streetwear tone
Clean product photography on white backgrounds for use on the online store
Kill Bill
This release featured bold, high-contrast 3D visuals with hive-mind-style compositions. The goal was to grab attention quickly using color psychology and strong visual rhythm.
Cotton Candy x Khaki Grove
This campaign introduced a cartoon-style 3D ad and a promotional video to show the color contrast and wearability. I also included the homepage layout for this release. Additionally, I showcased a tech pack that was commonly used throughout the campaign.
Shopify Integration
Outcome
The campaign resulted in my best-selling product line, with increased engagement and stronger brand visibility across platforms. It showcased my ability to combine fashion product design, storytelling, visual content, and e-commerce strategy into a cohesive and successful launch.
