SWIVL: Style in Circulation
An Integrated Spec Campaign for a Concept Second-Hand Fashion App
Role: Campaign Concept • Art Direction • Copywriting • Visual Design
Collaborative student project. I developed the creative direction and executions featured here, with the team contributing audience research, ideation, feedback, and presentation development.
SWIVL: Style in Circulation is a speculative integrated campaign for a second-hand fashion marketplace aimed at younger Gen Z and Gen Alpha audiences. Using tenniscore as a seasonal cultural entry point, the concept challenges the polished, all-white “country club” uniform with a more colourful, individual approach to style. The art direction combines saturated blue, electric lime, oversized typography, court-inspired lines, and bold photography to create a system that feels youthful, fashion-led, and easy to extend across formats.
At the centre of the campaign is “Serving Style in Circulation,” connecting tennis language with the idea that style can move, change hands, and be reinterpreted. Rather than leading with sustainability, SWIVL positions second-hand fashion as a way to stay current while finding pieces that feel more individual.
The campaign was designed as a connected ecosystem spanning OOH, social, influencer PR, experiential, and live shopping. The billboards use photographic imagery to build awareness, while AI-generated visuals bring the fictional SWIVL Open pop-up to life. The PR box was created through a combination of AI-assisted visualization and Photoshop, designed to generate anticipation and earned reach through influencer and parent-and-child unboxings.
The physical event extends the campaign further through styling, branded social moments, and shoppable TikTok content, allowing attendees and creators to amplify the experience beyond the people physically there. Together, paid, experiential, social, and earned media create a campaign where circularity is not just part of the message—it is built into how the idea moves.
