What draws me most to Naadam is the emphasis placed on the people and craftsmanship behind the product. The company’s origin story reflects a belief that great design begins with authentic relationships, thoughtful sourcing, and respect for the process which mirror values that have shaped my own approach building Chamberlin New York. With my experience directing campaigns, producing content, and developing cohesive creative systems, as well as the alignment between both of our visual identities makes this opportunity feel both exciting and a natural fit.
What Resonates
This work builds a world, not just sells a sweater. Consumers are now inundated with content and want a brand to resonate with. Naadam consistently introduces elements of culture, personality, process, and humor that make the brand feel human and approachable. The playlists are a great example of this, and should definitely have a Spotify account that creates public playlists for people to follow. I would continue pushing this direction by creating even more narrative touchpoints that strengthen the emotional connection between the customer, the product, and the larger Naadam universe.
Observations & Opportunities
Develop nostalgic technology cues into a visual system that appears consistently across campaigns.
Transform influencer content into branded Polaroid-style assets, using props and environments to reinforce lifestyle storytelling while creating a more ownable visual identity and creating brand credibility.
Introduce fashion illustrations as a recurring storytelling device, celebrating the designers behind the product while offering customers a behind-the-scenes look at the creative process.
CAMPAIGN PROPOSAL: SOFT LAUNCH
While researching Naadam and studying the brand’s creative direction, I became inspired by its unique blend of heritage, humor, and storytelling. As a result, I developed a speculative campaign concept to explore how Naadam’s origin story could be brought to life through an unexpected and memorable creative execution.
Roses & flip phones Case Study
Led the creative direction and production of this campaign from concept to final delivery. Responsibilities included casting talent, building and managing the budget, sourcing and renting props, scouting locations, hiring and directing the cinematographer and videographer, managing a 10-person crew, overseeing on-set execution, and guiding the editing process through final delivery. View the full 3 part project here.
CLOSING STATEMENT
More than anything, I am excited by the opportunity to work alongside talented people who care deeply about product, storytelling, and craftsmanship. My experience building a brand from the ground up has given me a unique perspective on creative leadership, collaboration, and execution, and I am eager to bring that perspective to Naadam. I look forward to learning from the team and helping bring the next chapter of the brand’s story to life. Thank you for your consideration.
