Halara Campaign Pitch — Selina Jing

Take Up Space

Campaign concept for Halara Plus-Size × Gen Z

During my creative advertising internship at Halara, I sat in weekly performance reviews for Gen Z and plus-size campaigns. Three patterns kept showing up: bodies in motion outperformed static poses, headlines that led with style beat ones that led with size, and Gen Z tuned out "love your body" slogans but responded to quiet, creator-style confidence.

Take Up Space is the campaign concept I built from those insights. Most plus-size advertising asks people to fit in: dark colors, slimming angles, cautious crops. This idea does the opposite. Bodies and headlines fill the frame, color shows up, and every placement gives the wearer more room, not less.

The pitch covers the big idea, a mood board and visual language, a headline system, a modular paid social kit across 1:1, 4:5 and 9:16, an A/B test plan tied to CTR, conversion and ROAS, an AI-assisted production workflow with a human review step, and extensions into creator content, a pop-up and store windows.

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Take Up Space

APP and Site Design