• the idea.

    “Not Everyone is Cold” is a story-led, slow fashion campaign developed for a conceptual collaboration between Ponda and Story MFG.

    The goal: to spotlight the potential of BioPuff insulation in a way that is emotionally resonant, regenerative, and culturally relevant. At its heart, it’s about storytelling through product, environment, and experience, making warmth a metaphor for care, craft, and sustainability.

    Using shared values as the foundation, the campaign turns a jacket into a symbol of activism, artistry, and ecological awareness.

  • the execution.

    The campaign unfolds in three phases:

    Pre-Launch: City-wide seeded-paper posters and hyper-local digital ads build intrigue with cryptic taglines. Overnight, wetland-inspired pop-up installations shaped like the Ponda logo appear in global cities, hosting live models and QR-based storytelling.

    Launch: The product is revealed through immersive tactile experiences, a sustainably printed zine, and influencer previews. A countdown site allows early access sign-ups and immediate purchase on drop.

    Post-Launch: The conversation continues via compostable packaging with story-led hangtags, influencer storytelling, user-generated content, and a B2B microsite follow-up with impact stats. Materials from installations are donated or reused, completing the regenerative cycle.

  • The Reason.

    The campaign is designed not just to launch a product but to create cultural resonance.

    It challenges fast fashion by proposing an alternative rooted in slowness, transparency, and ecological intelligence. It amplifies both brands’ values while creating emotional buy-in through curiosity, experience, and authenticity.

    “Not Everyone is Cold” becomes a protest, a narrative, and a call to reflect, not just on what we wear, but why.

my approach

This campaign embodies a full-circle marketing approach, blending strategic thinking with creative execution and purpose-driven storytelling.

Creative Direction & Concepting
From the initial mind map to the final message hierarchy, I shaped a narrative arc that’s simple yet layered, designed to intrigue, inform, and evolve over time.

Campaign Structuring
The campaign was built in three clear phases: pre-launch, launch, and post-launch. Each crafted to build momentum, amplify brand presence, and foster deeper engagement across both B2C and B2B audiences.

Copywriting & Messaging
Every touchpoint, from posters and protest banners to hangtags and digital assets, was written with clarity, curiosity, and emotional impact, ensuring coherence across channels.

Brand Synergy
The concept is rooted in the shared values of Ponda and Story MFG. Their aesthetics, ethics, and tone are tightly aligned to reinforce authenticity and build long-term brand credibility.

Sustainability Communication
Sustainability isn’t an afterthought, it’s built into every layer. From seeded-paper to compostable packaging and wetland-inspired visuals, the campaign not only talks about regeneration, it embodies it.

Ultimately, this project demonstrates how strategic design thinking, emotional storytelling, and community-led values can come together to create more than just a campaign, it creates connection.


Fashion marketing, in this case, doesn’t just sell a jacket—it plants a seed.

Three mobile screens displaying black and white social media posts with text, overlaid on a black background.
Collage of three smartphones displaying social media posts related to fashion, craft, and a photoshoot, with a black background.
Two tags with information about a wetland regenerative jacket, featuring text, plant illustrations, and twine loops.
A smartphone showing an advertisement with a background of dark, blurred plants, and text that says "Something is growing in Berlin" along with a date and location at the bottom.
Londong-changing.png
Open magazine with three pages on a white background. The first page has bold text "Not everyone is cold." with a black and white photo of a man, and the caption "The Story." The second page has bold text "The Values." and three paragraphs referencin
Black and white photo of a person among tall cattails or bulrushes, partially obscured by the vegetation, with the text "Something is growing." and the date 11.11.25 // Champs-Élysées.
Three posters on a wall with urban scenes and messages about change and cold weather in a city.
Black and white photo of a man wearing a jacket, with text overlayed that says 'Not everyone is cold. #WEARENOCOLD'. The date '11.11.25' and location 'Ku'damm' are also displayed.