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JADE Contact Cases

Reimagining contact lens cases from medical necessity to fashion accessory.​

Social Media Management

 

Brand Strategy

 

Content Creation

 

Photoshoot and Creative Direction

Visual Strategy

Rather than marketing contact lens cases as a medical product, I repositioned JADE as a fashion accessory through lifestyle photography, humour-led content and trend-driven creative direction.

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The strategy focused on:

• transforming utility into self-expression
• founder-led storytelling
• Gen Z humour and internet culture
• collectible colourways
• fashion-first photography
• community-focused content

Product-Focused Content

Instead of standard product shots, I used exaggerated perspectives, bold colours and humour to showcase colourways, functionality and new launches.

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Planned and directed the first lifestyle campaign, sourcing locations, coordinating models, creating shot lists and editing final imagery for launch across social media and the website.

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Founder Storytelling

To build trust around a brand with no existing audience, I introduced an ongoing founder diary series documenting the realities of launching a startup - from manufacturing challenges to photoshoot preparation and product development.

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Lifestyle Photography

Positioning the product as part of everyday style rather than a medical necessity.

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Trend-Led & Meme Content

Using internet humour and trending formats to create highly shareable content that felt native to Gen Z social media.

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Results (First Week)

10,000+ views
+847% increase in account reach
+9% follower growth

My Role

  • Brand Identity & Logo Design

  • Social Media Management

  • Creative Direction

  • Content Creation & Editing

  • Photoshoot Organisation & Direction

  • Packaging Development

  • Website Design

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