As the project lead, I led the entire campaign lifecycle, ensuring a seamless experience from strategy and ideation to final execution. I crafted the social media strategy, developing engaging content and managing ad campaigns to maximize reach and engagement. I also took charge of model casting, carefully selecting individuals who aligned with the brand's image, and wrote and distributed press releases to ensure widespread media coverage. Throughout the process, I made sure every element of the campaign came together cohesively, delivering the message of adventure and friendship.