Sewithyai is a sustainable fashion brand created by Yaiza Rico, a designer from Bilbao who handcrafts clothing and personalized tote bags, promoting slow fashion as an alternative to fast fashion. The brand had no structured digital presence, and its Instagram account was minimal and not optimized for engagement. I took on the challenge of building a full Instagram end to end campaign from an art direction perspective.
I conceptualized the campaign, directed the creative team, produced all the videos and photography, and designed all visual content for Instagram, ensuring that the brand’s values of sustainability and elegance were clearly communicated. After completing the campaign, I provided Yaiza and her team with all the materials so they could continue managing the account. This project was executed entirely by me, combining my expertise in both advertising and audiovisual communication to create a cohesive and visually engaging campaign.
I managed the content during the launch week of the Sewithyai campaign. During that week, the account reached over 7,700 new users, increased reach by 67%, and achieved an outstanding 240% engagement rate. The community grew by 12.9% in just seven days.
