Hatch
Art Direction • Design • Strategy
At Hatch, I shape how the brand shows up across campaigns and launches — leading creative concepting, providing art direction in pre-production and on set, and collaborating with cross-functional marketing teams to elevate overall output. I lead a small team of creatives developing high-converting paid media and video assets, bridging brand storytelling and direct response goals using real-time performance data and AI tools to drive measurable results.
What! To! Gift! ‘25 Holiday Campaign
For Holiday 2025, we developed What!To!Gift!, a campaign styled as a retro holiday game show that cut through tired gift guide culture and positioned Hatch Restore as the gift everyone actually wants. The concept leaned into the universal frustration of holiday shopping, scrolling endlessly and settling for the forgettable, and reframed Restore as the thoughtful, practical answer for every type of person on your list. To prepare for the shoot, I explored 70s game show set design and decoration in Midjourney, creating a visual reference guide to align our photographer and stylist on the look and feel before we got on set.
Final Spots
“Restolutions” ‘26 Campaign
The goal of this project was to build awareness among new audiences by clearly defining what Hatch Restore is and why it matters, while positioning Hatch as a true sleep authority. Launching at the start of the new year, the campaign tapped into resolution season to make the case that better sleep deserves a spot on everyone's list.
We developed a creative platform that balanced educational clarity with emotional resonance, one that could flex across channels and elevate rest as a meaningful wellness practice. Playful formats with unexpected visuals drove strong engagement and overall our videos exceeded benchmarks.
Rosy / Mother’s Day ‘25 Campaign
For Mother's Day, we launched Rosy, a limited-edition pink colorway of Hatch's Restore sleep machine, anchored by a campaign concept called Roses Are Dead. Rather than leaning into tired gifting tropes, we repositioned Mother's Day around the one thing modern moms actually need: sleep. The campaign performed strongly across every channel, with paid social driving a 5.64% CTR (3x above benchmark), Meta and TikTok CPAs coming in well below benchmark, and Rosy quickly becoming the second best-selling Restore colorway since launch.
