Sun & Spurs Web-Exclusive Limited Edition Collection: Out here in the untamed frontier of fashion and function, only the best survive. That’s why the Sun & Spurs LE Collection is built to ride hard, look sharp, and move with you—from the dusty trails to city streets. These limited-edition, web-exclusive BEX® sunglasses fuse rugged durability with a sleek, fashion-forward edge, delivering high-performance gear without sacrificing style. Plus, they come with a game-changing OTG Coozie Case to keep your shades protected and your drinks ice-cold. From sunup to sundown, stay sharp and stay moving.
Led the full creative vision and execution for the Sun & Spurs Limited Edition Collection launch, a web-exclusive release designed to bridge rugged western performance with modern style. Directed art and photography to capture the collection’s narrative—from the untamed frontier to urban versatility—ensuring each shot told a compelling story of grit, movement, and individuality. Oversaw media planning and campaign rollout across organic and paid channels, aligning timelines with product drops to drive early momentum. Collaborated with copywriters to craft bold, evocative messaging across digital assets including landing pages, emails, SMS, paid ads, and organic social content. Executed cohesive visual storytelling across all touchpoints, ensuring consistency and engagement throughout the customer journey. Partnered with lifestyle influencers and strategic collaborators to extend reach and drive community engagement. Managed cross-functional teams across creative, marketing, and e-commerce to ensure alignment from concept to post-launch performance analysis.
It was an honor to work on this Limited Edition campaign for BEX®, overseeing a 360° launch and having the opportunity to lead and mentor other designers as they grew and contributed to the success of this campaign. Feel free to explore the links below for a behind-the-scenes look at the creative process.
Design direction link here
Art/Creative Direction link here
Creative Assets link here (Need Figma account)