For every crush, every moment, every look.
XOXO, QUAY 💋
It’s love at first sight
Directed, Edited, and Co-Shot by Dakota Seidenspinner
THE TEAM
Creative Director: Angela Kongelbak
Photographer: Danielle St. Laurent
Wardrobe: Keyla Marquez + Jessica Kao
Makeup: Zara Kaplan
Props: Justin Fry
DP: Logan Rice
Producer: Air Productions
Casting: Mark Truong
Editorial: Mayra Sanchez + Amanda Medved
Graphic Design: Megan Yanchitis + Dakota Seidenspinner + Angela Kongelbak
Social Media Designer: Dakota Seidenspinner
EXECUTION
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As the social creative lead
I translated the February campaign concept into a social-first rollout through creative development, on-set direction, and post-production execution. I helped shape the visual language of the campaign and captured social-led content designed to celebrate connection in all its forms — from couples and best friends to self-love. I developed cross-channel assets including teaser edits, hero videos, product moments, reels, and carousel storytelling to bring the “Better Together” concept to life.
Social Rollout Overview
TEASERS
A four-part teaser series introducing the collection ahead of launch. I designed and shot a supporting video that subtly highlighted new frame styles while building curiosity and anticipation leading into the full campaign reveal.
Something sweet is coming 💌
Heart eyes loading 😍 1.28
It's love at first sight 😍 The XOXO Collection out 1.28
Meet us tomorrow 💌 XOXO
LAUNCH
The campaign launched with a hero video celebrating connection in all its forms — from friendships and couples to moments of self-love. The film introduced both the new prescription collection and sun styles, blending product storytelling with playful, social-first moments.
To extend the narrative, we introduced a graphic scrapbook-style collage highlighting key frames from the collection in a bold, playful format designed for the feed. We also launched an interview series featuring the campaign talent, asking fun and engaging questions around love languages, dating icks, favorite features, and celebrity crushes — creating personality-driven content that brought the campaign’s “Better Together” theme to life across social.
XOXO CONFESSIONS ‼️
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What’s your biggest dating ick? 🔺
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We love a lover boy 🤠
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Love letter or playlist? 🎧
MAIN FEED
After launch, the feed expanded the XOXO campaign through product-driven storytelling and social-native edits designed to sustain momentum. Content focused on close-up product details, styling moments, and frame features that highlighted both sun and prescription styles.
This phase leaned into lighter visual beats and trend-aware formats that felt natural to Instagram and TikTok while continuing to reinforce the campaign’s theme of connection.
