Happy Nation
A brand for a new generation.
Launched in April 2022 by VS&Co, new gender-neutral tween brand, Happy Nation, makes apparel, swim, body care, undies, and bras for tweens to stay comfy – just as they are.
Working collaboratively with the VS&Co internal team and creative agency, King & Partners, we created launch content that evoked emotions today’s tweens can relate to.
I led the art direction and production of all imagery, video, and brand collateral for the 360 launch campaign. See the WWD press coverage.
Client: Happy Nation
Brand Identity, Strategy, Digital: King & Partners
Art Direction: Nicole Heim
Photographer/Director: India Sleem
DP: Mia Cioffi Henry
Casting: Studio Bauman
Styling: Becky Akinyode
Production: Object & Animal
