Urban Outfitters - 2023
Back to Twee is a self-initiated concept I designed for Urban Outfitters, reimagining a nostalgic back-to-school campaign in collaboration with American Apparel. Inspired by the Tumblr/twee aesthetic popular between 2010 and 2014, the project channels the lo-fi, film-inspired visuals of the era. I created the campaign concept, posters, and website banners, incorporating layered textures and graphic patterns reminiscent of early 2010s Tumblr culture.
Though not a real campaign, this project explores how digital nostalgia can be used to tell a cohesive visual story and connect with audiences through emotion and memory.