American Eagle
Here for Anything

As the lead developer for American Eagle’s 'Here for Anything' marketing campaign, I orchestrated a strategic rebranding effort during Mental Health Awareness Month to position American Eagle as a source of comfort in challenging times.

The campaign innovatively used the five stages of grief, framing them in a lighter context, such as dealing with a breakup, to connect emotionally with our audience. For each stage, we featured specific comfort clothing from American Eagle designed to resonate with and support the wearer's current emotional state. Each piece of content was carefully designed to not only showcase the clothing but also to communicate empathy and understanding, reinforcing American Eagle’s commitment to being there for their customers in every emotional phase.

The campaign involved a series of targeted advertisements, social media posts, and in-store promotions that highlighted how American Eagle clothing could offer physical comfort and emotional support. By tapping into widely relatable experiences of emotional ups and downs, we successfully redefined the brand’s identity, making it synonymous with comfort and reliability in times of need.