The holiday season gave Kate Spade New York the perfect opportunity to spotlight one of life’s most meaningful gifts: friendship. As the lead creative agency on this campaign, we partnered with Kate Spade New York to unveil a campaign that celebrated authentic relationships while showcasing their Deco collection as the ultimate expression of thoughtfulness and style.
Spotlighting Friendship
Our mission was clear: create buzz among Gen Z while leaning into the holiday spirit. With “You’re It, Girl” as the campaign’s mechanism, we helped Kate Spade New York deliver a heartfelt message about friendship. Each sentiment, like “To the one who makes me feel unstoppable, you’re it, girl” paired deeply personal emotions with their products, turning gifting into a celebration of connection.
Icons and Influencers
We knew Madison Beer and her best friend Lena would bring this campaign to life in a way that felt fresh and relatable. Their story — a friendship that began online and blossomed in real life — echoes the connections of so many young people today. Madison’s fans got a rare glimpse into her world, making the partnership feel intimate and authentic.
We rounded out the cast with micro-influencers like Lilly Russell, who brought her best friend Maya Traber, and Pamela Valdez, who featured her sister. Each duo had their own compelling story, ensuring the campaign resonated on a personal level.
Behind the Scenes: Creating a Social-First Campaign
Collaboration was at the heart of this campaign. Working closely with our friends at Mandai Loop (creative strategists behind the work), we partnered closely with the Kate Spade New York team to leverage docu-style storytelling to capture raw, emotional moments on set. This approach fostered authentic connections, aligning perfectly with the campaign’s message. Strategic partnerships with Eva Nosidam Productions and AIR Productions on set added extra polish during post-production to ensure that every detail shined.
Campaign Highlights That Sparkled
The campaign’s results spoke volumes. Madison Beer’s Instagram post drove over 3 million views, with fans engaging not just with her but also with Kate Spade. Comments showed that viewers felt inspired to shop, proving the campaign’s impact on brand perception.
Beyond social metrics, the campaign garnered glowing press coverage from WWD, Shots, Design Rush, Little Black Book, and Yahoo. It was clear that the message of friendship and gifting struck a chord.
The Legacy of Friendship & A New Chapter for Kate Spade
This is the start of a new chapter for Kate Spade New York. We’re proud to have been part of their Gen Z brand strategy shift toward storytelling that’s authentic, social-first, and emotionally resonant.
Friendship is a gift—and this campaign captured that truth beautifully.Â
Here’s to building connections that inspire, this holiday season and beyond. 🎀
