At BOAT International, I led the creative direction and campaign strategy for the annual launch of The Interiors Book, positioning it as a premium collector’s title within the luxury market. I developed and oversaw integrated pre-sale and post-launch campaigns that aligned with the brand’s elevated editorial identity while driving commercial performance.
Central to the strategy was art-directed photography that captured the publication’s craftsmanship, materiality, and production quality. These assets were executed across CRM, social, and digital advertising channels, ensuring a cohesive and aspirational narrative that reinforced brand prestige, engaged a high-net-worth audience, and maximised sales impact.