https://youtu.be/1ftj8Qf0VuI?si=SbGFYemXp7X1caSi

For Ria Kosher's return to social media after a five-month hiatus, the brand needed a strategic reintroduction that would reconnect with its audience. To achieve this, I developed a Valentine's Day thematic campaign centred on self-love, anchored by a fashion film under two minutes long.

I wrote the script, directed the creative vision, coordinated the production team—including models, videographers, photographers, makeup artists, and set assistants—and oversaw the project from concept to execution.

We launched the campaign around the message, "True romance begins with choosing yourself." The campaign generated significantly higher engagement than previous launches, attracted new followers, and led to increased direct inquiries, all without paid advertising.

Steps I took to successfully execute this project:

• I stripped the vision to the bare bones until it was executable: Our initial concept required two locations: a house and a restaurant. But our budget said otherwise. So we adapted. The dining room became the restaurant. Same story, leaner execution.
• I worked with an emotionally invested team: When my videographer told me, “Ria, I want this film to work even more than you do,” I knew I’d found the right person for the job. A team that’s emotionally invested in the project will stretch further than one that’s simply paid to show up.
• I was open to collaboration: This comes in handy, especially during budget constraints. I framed the project as co-creation, where everyone shares ownership and naturally wants to distribute it. This expanded our reach when we finally posted the work.
• I focused on execution: There were enough challenges to justify abandoning or postponing the shoot. But instead of focusing on what could go wrong, I focused on what needed to happen next, like bargaining with creatives and deciding on the final location.
• I trusted my team to deliver: The temptation to micromanage was real. But I believe strong leadership isn’t about breathing down people’s necks; it’s about setting direction, confirming alignment, and removing friction. So I took a deep breath, stepped back, and let my team do their thing.
• I set clear, feasible timelines: We shot both the film and campaign photos in one day. On paper, it seemed unrealistic and stressful. But in practice, with early arrival, clear roles, and tight scheduling, it worked. Deadlines stretch teams, but only when they’re carefully structured.
• I made decisions that served the vision, not convenience: Not everyone was comfortable with the shoot date. I understood that. But leadership sometimes requires choosing what best serves logistics and resources. So I set a date where movement across the city was possible without losing hours to traffic. The decision wasn’t personal but strategic. I stuck to it, and the team aligned.
• I believed in the vision: Conviction is contagious. If you hesitate, your team hesitates. When you’re certain, people move. Since I believed deeply in my vision, I was able to sell it to my team.