Campaign Direction / Brand Storytelling / Commercial Development
Commercials
Elevating melin’s Storytelling Through Integrated Commercial Campaigns
As melin expanded beyond performance ads and product features, the brand needed a storytelling system that could bring emotion, lifestyle, and premium brand value forward. I led the development of melin’s commercial and campaign direction — creating narrative-driven brand films and multi-channel assets that elevated the brand and connected more deeply with customers.
The result was a unified storytelling approach anchored in cinematic visuals, real-world athletes, and emotional, purpose-driven messaging.
Approach
I built a storytelling framework that blended product truth with cinematic, emotional narratives — raising the creative ceiling across every channel.
The campaign system started with defining melin’s core brand stories: craftsmanship, lifestyle, purpose, and performance. I directed the creative development of brand films like Better Headwear for Better Adventures, Melin Premium Headwear, and Thermal: Built for the Cold — each one tying product features to emotional, human stories.
From there, I extended these narratives into a scalable campaign system across digital, social, retail, and paid — making cinematic storytelling a consistent part of how melin showed up.
Outcome
Introduced a cinematic storytelling layer to the brand
Established commercial-quality creative as a new standard
Unified brand messaging across channels and campaigns
Increased brand perception, premium value, and consumer connection
Built a scalable video + content system used across seasons and product lines
Here are some of the campaign films developed through this approach.
Reflection
These campaigns helped shift melin from a performance-first startup into a premium brand with emotional resonance and a clear creative voice. By introducing cinematic storytelling and a unified narrative framework, the work elevated both the brand and the creative expectations of the entire organization.
Curious about the thinking behind the work? I’d be glad to walk you through it.