I led a styling makeover campaign for Instagram Reels to support the launch of our new Covent Garden store. We wanted the content to feel more relatable, so instead of working with models, we styled three real women (ages 24, 31, and 45) and documented the experience. I planned the concept, directed the shoot, and produced the final Reels. The goal was to build reach, awareness, and genuine connection and the response reflected that, with each video performing strongly and the series reaching over 20k views. After the makeover content went live, we followed up with a giveaway that brought two winners into the store for a personal styling experience and a £500 gift card, further driving community engagement and footfall.