SADSHRIMPS

Art Direction, Brand Storytelling & Campaign Strategy (2020–2024)

SADSHRIMPS is an artist-led brand with a distinct visual style and strong product appeal, operating without a formal brand brief, marketing strategy, or storytelling system.

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The Gap

While the products and illustrations were compelling, each launch began with products rather than direction. Without a clear narrative framework, it was difficult to build consistency across campaigns, content, and audience touchpoints over time.

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My Role

I worked as Creative Director, shaping narrative and campaign direction where no formal brief existed. I defined storytelling angles, clarified brand intent, and translated products and illustrations into cohesive campaigns and content. This involved creating direction from ambiguity, deciding what to emphasise and what to leave out, and ensuring consistency in tone, visuals, and messaging across launches.

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Why This Mattered

Clear direction allowed the brand to move beyond isolated drops and build a recognisable narrative over time, rather than relying on aesthetics alone.

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Outcome

Through narrative-led content rather than paid marketing, the brand grew from approximately 5,000 to over 70,000 followers, establishing a cohesive and consistent presence across platforms.

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What This Demonstrates

This project reflects my ability to create clarity under ambiguity, shape long-term creative direction, and build coherence across content and campaigns — skills that underpin how I work with early-stage brands and founders today.