Infinity Pursuit Collection Launch
Omnichannel Campaign System & Creative Framework Development
Context
The Infinity Pursuit Collection, part of the Cherokee brand portfolio, was my first project collaborating with Careismatic Brands. The campaign required a full suite of digital assets to support product awareness across site, social, email, and paid media.
The original creative direction was developed by the Careismatic brand team. From that foundation, the campaign needed to expand into a scalable omnichannel asset system.
Challenge
The project required translating a single concept into a full digital campaign ecosystem.
Key challenges included:
Expanding the concept across multiple platforms
Producing both static and motion assets
Maintaining brand consistency across placements
Working within accessibility standards for ADA color contrast
Building systems that could scale across future campaigns
This project also became the foundation for frameworks used in later launches.
Solution
As Associate Creative Director and Design Manager, I expanded the original concept into a scalable campaign framework while helping establish production systems for future campaigns.
Using AI-assisted competitive research tools such as Pietra, I analyzed both direct and analogous competitors to identify opportunities for broader asset variation and product storytelling across channels.
This research helped guide a surround-sound campaign approach, reducing banner blindness and expanding how the product was presented across digital placements.
Overview
The Infinity Pursuit campaign expanded the original brand concept into a complete omnichannel marketing system.
As Associate Creative Director and Design Manager, I led the campaign expansion while also working hands-on across strategy, design systems, and asset production.
The campaign delivered a comprehensive digital package including:
Website merchandising assets
Social and paid media campaigns
Email marketing assets
Motion and animated campaign content
This project established the creative frameworks and asset systems that informed subsequent campaigns across Careismatic brands.
Creative Takeaway
Strong campaigns scale when creative systems are paired with smart research.
By combining AI-assisted competitive analysis with modular campaign frameworks, the Infinity Pursuit launch transformed a single concept into a scalable system that informed future omnichannel work.
Services
Creative Strategy – Associate Creative Direction – Design Systems – Motion & Animation - Omnichannel Campaign Development – Digital Marketing Systems – ADA Accessibility Optimization