“Making Crocs look cool since forever”
— crocs (and obviously Tyler the Creator)




CROCS x GOLF Le FLEUR — Conceptual Brand Collaboration
This capstone campaign was a collaborative project developed during my final semester at the University of Colorado Boulder, simulating a real-world partnership between Crocs and Tyler, The Creator’s luxury fashion brand, GOLF Le FLEUR.
The goal: to bridge Crocs' mainstream comfort appeal with GOLF Le FLEUR’s aspirational streetwear identity, reaching a new Gen Z male audience while preserving brand integrity on both sides.
Event Director + Creative Strategist
As a lead contributor on the Passion Fruit Media team, I focused on creative direction, campaign storytelling, and consumer engagement strategy.
Key Contributions:
Social Media Strategy: Designed Instagram grids, built a TikTok unboxing concept, and developed hashtag campaigns tailored to Gen Z values and humor.
Content Planning: Built a visually cohesive content calendar aligned with both brands’ tones and audiences.
Event Vision: Conceptualized immersive pop-up events in NYC, LA, and London to support the campaign’s luxury-meets-accessible aesthetic.
Audience Research: Helped identify and close Crocs' demographic gap by targeting Tyler’s cult Gen Z male fanbase.
Results (Projected Metrics):
Estimated 20% boost in engagement on Crocs’ Instagram
Achieved over 1M+ impressions through platform strategy and mock rollout
Modeled a 10% increase in male Gen Z audience reach
Tools & Platforms:
Canva · Adobe Suite · Google Analytics · Instagram Insights · TikTok Strategy
Why It Matters:
This project demonstrates my ability to merge cultural insight with commercial execution. From art direction to audience analysis, I helped concept a fashion-forward campaign that aligned with both Crocs’ expanding brand and Tyler’s disruptive creative identity.
It’s a perfect reflection of my strengths in:
Creative storytelling
Visual planning
Cross-platform brand strategy
Culture-forward marketing