During my school project, I had the exciting opportunity to create a comprehensive campaign for Country Road, an esteemed Australian fashion brand. To kickstart the campaign, I decided to focus on utilizing used denim as a sustainable and innovative approach. I set up donation boxes outside each store, encouraging individuals to contribute their unwanted denim pieces. Once collected, the denim underwent a meticulous dyeing process to ensure cohesive color coordination. From there, I embarked on designing a captivating collection inspired by the transformed denim. As part of the project, I also conceptualized a captivating pop-up store that allowed customers to immerse themselves in the campaign's journey and experience the brand's vision firsthand. To enhance engagement, I implemented effective marketing strategies, including targeted email campaigns, customer gift cards, collaborations with talented artists, and the announcement of brand ambassadors.