MENU
Threads Summer Campaign '24
Threads Summer Campaign '24
Step into a summer campaign that transforms vacation preparation into an effortless, stylish experience. From curating the perfect wardrobe to crafting memorable summer ensembles, this project leaves no detail untouched.
As the creative lead, I directed every aspect—from mood boards and art direction for a vibrant photoshoot to creating engaging video ads with dynamic sound design and motion graphics.
Step into a summer campaign that transforms vacation preparation into an effortless, stylish experience. From curating the perfect wardrobe to crafting memorable summer ensembles, this project leaves no detail untouched.
As the creative lead, I directed every aspect—from mood boards and art direction for a vibrant photoshoot to creating engaging video ads with dynamic sound design and motion graphics.
Studio
Studio
Threads Styling
Threads Styling
Year
Year
2024
2024
Role
Role
Creative Design Lead
Creative Design Lead
Focuses
Focuses
Visual conceptuatlisation Video art direction
Visual conceptuatlisation Video art direction
Moodboard - Photoshoot
Moodboard - Photoshoot
Responsible for the development of three distinct mood boards for the shoot, each designed to capture a unique aspect of summer vacation style.
The first theme, "Folklore and Crochet," focused on the natural beauty of the fabrics. I used clean backgrounds to let the bold folklore prints stand out, while for crochet pieces, I emphasised intricate textures with detailed shots and low angles to catch the sun through the weave, creating a warm, tactile feel.
The second theme, "Golden Hour," was all about capturing the magic of evening beachwear, with the sun setting and multi-coloured skies reflected on the water to complement the sparkle of the outfits, creating a harmonious and enchanting visual.
For the product shots, I opted for neutral backgrounds to keep the focus entirely on the products, ensuring they remained the centre of attention.
Responsible for the development of three distinct mood boards for the shoot, each designed to capture a unique aspect of summer vacation style.
The first theme, "Folklore and Crochet," focused on the natural beauty of the fabrics. I used clean backgrounds to let the bold folklore prints stand out, while for crochet pieces, I emphasised intricate textures with detailed shots and low angles to catch the sun through the weave, creating a warm, tactile feel.
The second theme, "Golden Hour," was all about capturing the magic of evening beachwear, with the sun setting and multi-coloured skies reflected on the water to complement the sparkle of the outfits, creating a harmonious and enchanting visual.
For the product shots, I opted for neutral backgrounds to keep the focus entirely on the products, ensuring they remained the centre of attention.
Moodboard - Photoshoot
Responsible for the development of three distinct mood boards for the shoot, each designed to capture a unique aspect of summer vacation style.
The first theme, "Folklore and Crochet," focused on the natural beauty of the fabrics. I used clean backgrounds to let the bold folklore prints stand out, while for crochet pieces, I emphasised intricate textures with detailed shots and low angles to catch the sun through the weave, creating a warm, tactile feel.
The second theme, "Golden Hour," was all about capturing the magic of evening beachwear, with the sun setting and multi-coloured skies reflected on the water to complement the sparkle of the outfits, creating a harmonious and enchanting visual.
For the product shots, I opted for neutral backgrounds to keep the focus entirely on the products, ensuring they remained the centre of attention.
Moodboard - Paid Advertisement
Moodboard - Paid Advertisement
Responsible for the development & execution of 2 distinct video concepts.
The first, a brand awareness piece, was designed to reflect a fun, fast-paced summer vibe, making the viewer feel like they're on vacation alongside the model. Implementing shaky cam style to capture a spontaneous, in-the-moment feel, as if we're documenting carefree vacation memories. Paired with Mediterranean-inspired music, the editing style aimed to immerse viewers in a vibrant, holiday atmosphere.
The second ad focused on our styling services, using chat-like animations and typing effects to simulate personalised service. The storyline showed a customer admiring another person's summer outfit, representing how easy it is for our clients to get the looks they love through our sourcing expertise. The ad highlighted how we simplify the process, making styling effortless for customers.
Responsible for the development & execution of 2 distinct video concepts.
The first, a brand awareness piece, was designed to reflect a fun, fast-paced summer vibe, making the viewer feel like they're on vacation alongside the model. Implementing shaky cam style to capture a spontaneous, in-the-moment feel, as if we're documenting carefree vacation memories. Paired with Mediterranean-inspired music, the editing style aimed to immerse viewers in a vibrant, holiday atmosphere.
The second ad focused on our styling services, using chat-like animations and typing effects to simulate personalised service. The storyline showed a customer admiring another person's summer outfit, representing how easy it is for our clients to get the looks they love through our sourcing expertise. The ad highlighted how we simplify the process, making styling effortless for customers.
Moodboard - Paid Advertisement
Responsible for the development & execution of 2 distinct video concepts.
The first, a brand awareness piece, was designed to reflect a fun, fast-paced summer vibe, making the viewer feel like they're on vacation alongside the model. Implementing shaky cam style to capture a spontaneous, in-the-moment feel, as if we're documenting carefree vacation memories. Paired with Mediterranean-inspired music, the editing style aimed to immerse viewers in a vibrant, holiday atmosphere.
The second ad focused on our styling services, using chat-like animations and typing effects to simulate personalised service. The storyline showed a customer admiring another person's summer outfit, representing how easy it is for our clients to get the looks they love through our sourcing expertise. The ad highlighted how we simplify the process, making styling effortless for customers.
NEXT UP
NEXT UP
NEXT UP
NEXT UP
©2026 MILLIE CARTER
Back To Top
©2026 MILLIE CARTER
Back To Top