Client: ObscurO Jewelry, 05/2025 - 06/2025

Strategy, Creative Direction, Content Production

For ObscurO’s “Shield” launch, I designed a four-week content strategy to introduce a protection-themed capsule collection through symbolism, softness, and ritual.

The focus was on making protection feel radiant—not rigid—so I crafted every visual, reel, caption, and story to reflect that energy. I shot and edited all content in-house, from moody reels to flatlays to behind-the-scenes stories. A few standout pieces:

• A reel centered around the phrase “a shield doesn’t mean you’re afraid” (422 views)

• A reel announcing the drop of the Citrine Shield (PROTECTION NEVER LOOKED THIS RADIANT).

• A reel announcing the drop with bold styling and original copy (334+ views)

The launch saw a 228% increase in reach and 126% increase in profile visits, with 63% of views coming from followers—meaning the strategy deepened existing engagement while reaching new audiences.

Every part of this drop—from narrative tone to analytics tracking—was done by me, and reflected my goal of making people feel protected, seen, and drawn in.