“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


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