Oak & Luna: Mother’s Day Campaign

I joined Oak & Luna to support their 2025 Mother’s Day campaign, which was framed around emotion-first gifting. It was my job to position their jewellery in a way that goes beyond traditional gifting, with storytelling and creative alignment.

Excitingly for me, the brand interviewed German artist and designer Jule Waibel to explore her experience of motherhood and its influence on her as an artist. I got to edit and refine the narrative to align with the campaign’s themes of personalisation, emotional gifting, and creativity.

Waibel’s reflections on Motherhood and how it changed her approach to making art naturally reinforced the campaign’s idea of jewellery as an extension of personal story and identity. The photoshoot images were beautiful, making this a really enjoyable campaign to be a part of. 

During my time there, I also developed copy across key marketing touchpoints, including paid and lifecycle channels, with a focus on emotionally driven, conversion-oriented messaging.