Background: The objective of this campaign was to raise awareness for the launch of VIVAIA's new eco-friendly footwear line, the Aria 5° Hemp Flats. 

Process: I developed a campaign concept that reimagined traditional unboxing videos. By briefing influencers on the product's sustainable features—from the recycled box to the hemp fibers—I guided them to connect each step in the unboxing with a larger narrative on conscious consumerism.

Results:

• 6.2% average Instagram engagement rate
• 112% increase in VIVAIA's Instagram following over 3 months