Jaylene Morell
Creative strategist for fashion and culture led brands
New to Contra
Jaylene is ready for their next project!
Spec work exploring how eyewear brand, Lexxola, could reconnect with its London roots. The brief centred on moving away from product first marketing and grounding the brand in the everyday environments and routines its audience actually inhabits. I shifted the creative focus from product to place, building a campaign concept that used London itself as both the setting and the narrative anchor, positioning the eyewear within familiar, authentic moments rather than aspirational distance.
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23
Supported the development and rollout of a summer collaboration between a fashion brand and a event/lifestyle brand, positioning the partnership around IRL culture and community rather than traditional product promotion. I led the content planning and social media support, ensuring that the messaging aligned with how each brand’s audience actually lives and engages.
Result: The campaign drove 32,000+ accounts reached, 14,870 interactions, 12,958 accounts engaged and nearly 49,000 impressions alongside increased product sales, follower growth and higher event ticket demand post launch.
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26
Developed and delivered the creative brand world for a fashion label’s AW25 collection, translating the founder’s vision into a structured visual and narrative direction. Built the overarching concept/shot deck that guided all creative and content decisions across the campaign. Collaborated with the wider team to execute the seasonal shoot narrative, resulting in a fully approved campaign that went live.:
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Jacquemus spec campaign for an imagined fragrance built for heat, skin, sun and the uncomfortable beauty of summer
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47