Bearpaw Spring 2026 Campaign
For the Spring 2026 campaign, as the sole designer, I led the development of a visually compelling, performance driven creative system for BEARPAW, centered around their new Spring line.
I wanted the work to feel fresh, minimal, and unmistakably spring, while still grounded in performance. Blending seasonal storytelling with a conversion focused approach, I built a cohesive campaign that scales seamlessly across digital channels while staying true to the brand.
Using a mix of AI assisted image generation and Photoshop compositing, I transformed static product photography into a more elevated, spring forward visual narrative, something that not only captures attention, but holds it.
Campaign Rollout Across Channels
Building on the hero direction, I expanded the visual system into a fully integrated campaign spanning social, ecommerce, and digital placements. Each asset was designed to feel cohesive as part of a larger story, while still tailored to its specific platform and format.
I approached each asset with both aesthetics and performance in mind, ensuring clear hierarchy, strong focal points, and immediate readability at mobile scale. The goal was to create thumb stopping visuals that feel cohesive as a system, while still flexible enough to iterate quickly.
To keep the campaign scalable, I designed with modularity in mind, allowing assets to be quickly adapted across placements while maintaining visual consistency and brand integrity.
To keep the campaign scalable, I designed with modularity in mind, allowing assets to be quickly adapted across placements while maintaining visual consistency and brand integrity.
Desktop & Mobile Landing Page - In Full Bloom
The starting point for this campaign was the Spring photoshoot. I began by reviewing and curating imagery that felt aligned with the brand while clearly showcasing the product. From there, I identified key silhouettes to anchor the visual direction and built the system around them.
To push the visuals beyond what was captured in the shoot, I incorporated AI assisted image generation alongside Photoshop compositing. This allowed me to introduce subtle seasonal elements and refine the overall composition while keeping everything grounded in the original photography.
To push the visuals beyond what was captured in the shoot, I incorporated AI assisted image generation alongside Photoshop compositing. This allowed me to introduce subtle seasonal elements and refine the overall composition while keeping everything grounded in the original photography. The goal was to create something that felt minimal and elevated, while still clearly communicating spring. I focused on balancing negative space, product clarity, and soft seasonal details so the visuals felt intentional rather than decorative.
Desktop & Mobile Landing Page - Styled for You
I was drawn to an image from the shoot that felt more editorial and aspirational. It had a natural ease to it that aligned perfectly with the tone of the campaign—this is how you want to feel and look going into spring. It became a strong reference point for styling and storytelling.
The challenge was that the original image was tightly cropped, which limited its flexibility across formats. Rather than abandoning it, I chose to work within that constraint and extend its usability.
Using generative AI tools, I created a wider composition that maintained the integrity of the original shot while giving me the flexibility needed for both desktop and mobile layouts. This allowed the image to function as a scalable asset across E-commerce placements without losing its impact.
I also partnered closely with developers to ensure the final outputs were optimized for web performance, balancing visual quality with load efficiency.
Desktop & Mobile Landing Page - Light on Your Feet
For this concept, I collaborated with the marketing director to highlight the sneaker category in a way that felt fresh and distinct within the campaign.
The original photography focused on a single product, but I saw an opportunity to push the visual further. I combined multiple silhouettes into one composition, creating a more dynamic and engaging moment that better showcased the range.
To ground the concept in the brand’s roots, I incorporated subtle scenic elements inspired by the original photography. This nod to nature reflects BEARPAW’s origin while bringing in a sense of lightness and movement that aligns with the feel of spring.
The result is a visual that balances modern freshness with a connection to the outdoors, reinforcing both the product story and the brand identity.