Chill LA

Campaign Concept · Art Direction · Brand Activation · Merch Design & Environmental Styling

MCHILL LA was a city-inspired summer pop-up celebrating beauty, play, and LA culture. I led the full creative direction for the campaign—from concept development and naming to merchandise design, visual identity, and brand experience strategy for Chillhouse’s west coast debut.

Set inside Clique on Melrose, the campaign was designed to feel like a playful, sun-drenched takeover with nods to iconic LA streetwear, nostalgic summer aesthetics, and Chillhouse’s signature wellness-meets-cool ethos. From Dodger blue caps to “Press + Play” claw machines, every detail was crafted to blend lifestyle and self-care with a sense of place.

I developed the visual universe across merchandising, signage, and in-store moments—from custom tote bags and tees to branded decals, mirrors, and nail menus. I also styled and directed content that highlighted the full CHILL LA brand world across digital and IRL touchpoints.

What I Worked On:

– Campaign concept, naming, and art direction
– Full merchandise suite
– Environmental design and signage (vinyls, mirrors, claw machine)