SOFTMOC
SoftMoc is a Canadian footwear retailer offering a wide selection of footwear from trusted brands, including casual, lifestyle, and comfort-focused styles.
Brief
As part of an ongoing creative retainer, I designed performance creatives for SoftMoc across paid social and email marketing on a quarterly basis.
Each campaign, whether social or email, was tied to a seasonal promotion or key retail moment, developed in collaboration with the Digital Marketing team to highlight product value and drive conversions.
Tools
I designed a top-of-funnel campaign that prioritized awareness and visual impact — drawing inspiration from current trends on Pinterest and Instagram. Energetic compositions with vibrant gradients and motion blur gave the exclusive collection a dynamic, sport-inspired look built to stand out in a crowded feed.
Performance Creatives
Expanded Client Partnership
The performance creatives drove strong enough results that SoftMoc expanded the partnership — bringing me on to improve the online shopping experience with more conversion-focused visuals across their e-commerce site. See here.
New Balance Campaign
For SoftMoc's winter paid media, I explored multiple creative directions to reach different customer segments while keeping the brand experience consistent — from genuine testimonials that built trust, to product-focused visuals showcasing footwear across lifestyles and occasions. The variety gave the Paid Media team a full set of assets to test and optimize throughout the campaign.
Winter Campaign
Pre-BF and Black Friday Campaigns
The campaign was built to maximize SoftMoc's biggest sales event of the year — bold typography, the brand's signature red, and clean product layouts communicated the offer instantly.
Pre-Black Friday Event
To help ramp up momentum ahead of Black Friday, I supported the Paid Media team with pre-event creative to build early momentum.
Black Friday and Cyber Monday Event
For the event itself, I expanded the creative mix with new directions alongside the client's in-house concepts, giving the Paid Media team more assets to test in-market.
Email Marketing
Working closely with the Digital Marketing team, I designed email campaigns tied to SoftMoc's promotional calendar — translating retail moments and seasonal offers into layouts built for clarity and quick action, from hero promotion to CTA.
