Thaely Maryjane Campaign
Creative Direction & Styling
2026

For the Maryjane campaign, the goal was to make the imagery as cute and desirable as possible. I wanted every frame to evoke an immediate emotional response and create genuine cuteness aggression, that feeling when something is so adorable that you almost cannot handle it.

I wanted to push the heart motif as far as possible. Everything became heart shaped, from the cutout in the shirt to the pocket, echoing the heart shaped buckle on the Maryjanes. I also wanted to lean into a Sailor Moon inspired aesthetic, bringing in the sense of transformation, fantasy and playful femininity that defined the visual world.

To take the concept beyond the still imagery, I also animated a short Sailor Moon style transformation sequence, turning the Maryjane into almost a character of its own. The entire campaign was designed to feel like stepping into a cute animated universe.