Campaign · Self-initiated concept · 2025
Kylie Cosmetics × Crumbl brand collaboration
A spec brand-collaboration campaign pairing Kylie Cosmetics and Crumbl — exploring brand values, audience overlap, and promotional messaging.
The problem
How would two strong consumer brands with overlapping Gen-Z / millennial audiences (one beauty, one indulgence) actually link up — without it feeling like a cynical co-brand drop? A self-initiated brief to explore audience reach + brand engagement when values align.
The approach
Mapped the audience overlap between Kylie Cosmetics and Crumbl, then concepted a campaign built around shared brand values (joy, indulgence, ritual) rather than just visual co-branding. Built out positioning, promotional messaging, and rollout ideas across social and limited-edition product touchpoints.
The outcome
A self-initiated spec campaign that I use as a portfolio piece to show how I think about brand strategy, audience overlap, and message framing. Honest about being a concept — no client, no budget, no live launch.
Next project
Social campaign concept for Gen Z audiences