Solem

Solem makes premium microfiber: beach towels, kitchen and bath, travel. Strong products with no emotional language around them. The category sells on absorbency stats; Solem wanted people to feel something.

I directed multiple campaigns across 2024 to build a visual identity. The Tulum beach-towel shoot set the warm-climate hero: models, art direction, real beach light. The "Plaisir de Donner" holiday campaign gave the gift a narrative. Bilingual Facebook video ads ran for paid conversion in French and English.

Tulum ran as a full-page ad in WestJet Vacations' in-flight magazine. The holiday campaign carried Solem's first emotionally-led narrative across product, lifestyle, and direct response in one register.