VOGUE EYEWEAR HALLOWEEN

A tarot-inspired creative platform spanning web, CRM and social, transforming Halloween into a celebration of style, personality and self-expression.

The 360° Brand Campaign

THE BRIEF

Client

Vogue Eyewear

Agency

EssilorLuxottica Group

Develop a Halloween campaign that felt distinctly Vogue Eyewear while extending seamlessly across the brand's digital ecosystem. The creative needed to move beyond familiar seasonal clichés, delivering a concept that could unify the website, email and social channels through one compelling narrative.

Challenge

  • Creative Concept Development

  • Campaign Strategy

  • Website Copy

  • Email Marketing

  • Social Campaign

Scope

Year

2023

Role

Copywriter

THE EXPERIENCE

From the website hero to CRM and social, every touchpoint was designed to reinforce the same creative narrative—transforming a seasonal campaign into a connected brand experience.

THE IDEA

Halloween is the one time of year people are encouraged to become someone else. We saw an opportunity to reinterpret that idea through fashion rather than costume. Inspired by tarot cards and the personalities they represent, I developed a creative platform that paired eyewear collections with distinct style archetypes—inviting audiences to discover the version of themselves they wanted to embody. The concept was designed as an integrated campaign, creating a consistent narrative across the website hero, CRM emails and social content. Following internal presentations, the idea was approved and developed into the final campaign.

By grounding the campaign in a relatable cultural insight, Halloween became more than a seasonal moment—it became an opportunity for self-expression. The tarot concept gave Vogue Eyewear an ownable creative territory that felt editorial, interactive and inherently shareable, while naturally showcasing different eyewear collections. Most importantly, the idea translated effortlessly across every touchpoint, demonstrating how a single creative platform can create a cohesive brand experience from homepage to inbox to social feed.

WHY IT WORKED