A Campaign Concept Comes to Life

Writing campaign concepts might be my favorite thing about working with a brand. At TomboyX, it was a chance for our magical little three-person creative team to do what we did best: taking disparate bits of visual inspiration and turning them into something tangible, beautiful, and marketable.

Our Pride ‘22 campaign started with a Pinterest board. Creative Director Charlie Cultrara (hi Charlie! Thanks for your help designing this website!) dreamed up a Studio 54-inspired roller rink photoshoot to bring some extra-sparkly context to the rainbow prints TomboyX is known for. I put on a disco playlist and spent some time stream-of-consciousness brainstorming while looking at the mood board he made, and eventually that huge chunk of text became a streamlined story that encompassed the vibe of the campaign.

Once I had the campaign concept down, I picked through it for messaging ideas and taglines. Looking at the calendar of upcoming promos, I took phrases from the concept and whittled them into hero headers, digestible phrases for paid ad channels, and a few CTAs to consider while building site copy and emails. Once I’ve written a big, colorful suite of campaign copy, picking out these smaller pieces over the course of the campaign feels like raiding a rich person’s closet. So many fun things to try!