SOFT TOUCH
With Jordyn Woods at the center, Soft Touch introduced a new comfort category built around the idea that confidence begins with comfort. Through personality-driven storytelling and a distinct visual language, we created a world where softness, confidence, and sensuality could coexist.
Creative Director · Celebrity Campaign · 2024
Building the World
Inspired by editorial photography, graphic compositions, and stylized environments, we developed a visual language that transformed everyday comfort into something aspirational. Soft textures, layered bedding, and overhead compositions became recurring creative devices throughout the campaign, creating a world that felt both fashion-forward and inviting.
Each fabric family was assigned a distinct color world inspired by the collection itself. These palettes informed set design, props, and environmental styling, creating visual variety while maintaining a cohesive campaign system.
“My comfort food is Thai food.”
PROPS & LIFESTYLE
“I wish people could
see my humor”
ATTITUDE & TONE
“I steal my boyfriend’s
sweats and big shirts”
STYLING & COMFORT
Confidence begins with comfort. By drawing from Jordyn's personal interests, routines, and self-perception, we built the campaign around the things that bring her comfort, creating a world that felt authentic to who she is through styling, props, and environmental details.
