Hello Kitty x Ground Up

Dream Bigger, Dress Brighter

Overview
Created in celebration of Hello Kitty’s 50th anniversary, this campaign introduced the Hello Kitty Court Sneaker as a playful yet stylish back-to-school essential.

The creative highlighted the fusion of fashion, fun, friendship, and functionality capturing Hello Kitty’s joyful spirit while appealing to a new generation.

Objective

To drive awareness and engagement for the anniversary sneaker launch while positioning the product as both fashionable and practical for kids.

Role — Creative Project Lead

As the Creative Project Lead, I led the campaign end-to-end from strategy and ideation through final execution.

Responsibilities included:

Campaign strategy & concept development
Social media strategy & content direction
Paid ad campaign management
Press release writing & distribution
Cross-functional coordination

Throughout the process, I ensured all creative and messaging aligned cohesively with brand identity, timeline, and budget.

Creative Approach

The visual direction balanced Hello Kitty’s iconic charm with modern, lifestyle-driven storytelling, blending playful energy with polished, fashion-forward aesthetics.