Tory Burch
( Good Luck Trainer) 

  • Dazed

Tory Burch were looking to speak to Gen Z with the launch of their Good Luck Trainer, channeling a younger, vibrant expression that engages the Tory Burch digital-first community through a New Year's focussed campaign.

Every new year, we find ourselves wanting to reset and recalibrate in order to invite more positivity into our lives,
but who even knows where to start?

We created a cobranded campaign to launch the new Good Luck Trainer for Tory Burch called 'Making your own Good Luck with Sydney Sweeney'.

Enlisting Euphoria & White Lotus actress Sydney Sweeney as our campaign star, we created a tongue-in-cheek guide that takes aim at ‘new year's resolutions’ showing how you can follow Sydney and ‘make your own good luck’ in order to welcome positivity in for the new year.


( Tik Tok ) Challenge

We wanted to take the feeling of good luck and spread it across Tik Tok by commissioning @madelaineturner to show Tik Tok audiences how they can make their own positive affirmations but adding a little craft into their everyday creativity, kicking off a social-native Tory Burch 'logo play' campaign.

  • Highest ever content engagement for the brand

    Over 13M hero video views on Instagram

    600k+ likes on Tik Tok


Good Luck Stories ( featuring Ella, Ajani & Ashe )

As part of Good Luck Trainer partnership, we also profiled three emerging creatives from New York, paying homage to the brand’s NYC origins with a refreshed personality, telling personal tales, rituals and anecdotes of luck in a series of films called ‘Good Luck Stories’.


Ella Snyder ( Model & Activist )


Ajani Russell ( Skater )


Ashe ( Singer )



3D ( Social Idents )

  • Photography & Film By Emily Lipson

    Styling Stella Greensspan

    Set design Nat Hoffman

    3D Idents Carol Civre