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Tower 28 × Owala — Camp SOS Campaign Concept | Beauty, Wellness & Lifestyle
Camp SOS is a speculative brand collaboration concept I developed to explore how Tower 28 and Owala could come together through a shared summer lifestyle experience. Rather than simply combining products, I built the concept around a larger “camp-issued” world connecting skincare, hydration and outdoor summer culture.
I developed the campaign positioning, visual direction and consumer-facing creative, translating the concept across social content, branded merchandise, promotional graphics and campaign storytelling. The result is a collaboration designed to feel cohesive, nostalgic and highly recognizable while still maintaining the personality of both brands.
My work included:
• campaign concept and positioning;
• collaboration strategy and creative direction;
• campaign naming and messaging;
• visual identity and art direction;
• social media and promotional graphics;
• branded merchandise and experiential concepts;
• launch storytelling and copy direction.
This is an independent speculative concept and is not affiliated with Tower 28 or Owala. Generative AI was used selectively to visualize supporting imagery; the strategy, concept, creative direction, messaging and layouts are original.
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