Mercury Iridescent Collection

CAPRI BLUE

Pink wall with vertical stripes and a metallic door handle on the right side.

Role: Creative Concepting, Campaign Direction, Social Strategy Collaboration, Copy Partnership, Launch Framework Development

The Challenge

The Mercury Collection was one of Capri Blue’s legacy best-selling collections. The brand sought to evolve the line into a more elevated, trend-forward expression without losing the core equity that made it successful with its new Mercury Iridescent Collection.

At the same time, this launch marked the first implementation of our newly developed Creative Launch Plan framework, requiring a scalable, system-driven approach to asset creation and cross-channel rollout.

The Insight

The opportunity was not to reinvent the Mercury Collection, but to reinterpret it. The updated collection needed to feel refined and trend-aware, balancing timeless metallic finishes with intentional, contemporary color accents that signaled evolution.

Gold bookshelf with pink high-heeled shoes, glassware, decorative jars, white vase, clock, and pink curtains.
A cozy living space corner with a pink velvet armchair holding an open magazine, a white side table topped with a gold dome-shaped lamp, decorative boxes, and artwork featuring abstract pink and white shapes, all set on a light pink rug.

The Idea

A modernized campaign platform that positioned Mercury Iridescent as a statement object—design-forward, playful, and culturally current, while honoring its best-selling heritage.

Strategic pops of color and unexpected styling moments introduced freshness without disrupting brand recognition.

A person in a pink sweater is lifting the lid off a gold and white speckled candle jar labeled "Capri BLUE". Several similar candle jars are arranged on a table, with some on a pink cloth decorated with pearl-like beads. The background shows a beige, paneled wall.

Execution

Served as senior creative partner across campaign ideation, visual direction, messaging, and social strategy, working closely with Brand Marketing to shape the full narrative ecosystem.

This launch marked the first application of the structured Creative Launch Plan, a comprehensive roadmap outlining asset needs, visual system standards (PMS colors, typography, layouts), and channel deliverables to ensure alignment across marketing, ecommerce, and sales teams.

Oversaw creative execution accross:

Hero + lifestyle imagery

Social content and launch strategy

Integrated marketing + ecommerce rollout

Email and website content

Collection-specific visual identity system

Advertisement for a new 10 oz inverted jar with a unique shape on a pink, vertically ridged background, featuring white and pink text and metallic accents.
Person holding a yellow round container with pearl-like decorations on the fingers over a display with shiny metallic objects, including a gold and red U-shaped sculpture and a multicolored glass jar, against a soft pink and beige backdrop.
A lit candle in a decorative glass jar with a reflective, holographic pattern, surrounded by three other similar jars with gold lids, all placed on a pink, ribbed surface.

Impact

Achieved 95% wholesale adoption and 99% category adoption at launch

  • Reached 98% sell-through across channels

  • Generated 3–4 reorder turns, signaling sustained retail confidence

The campaign successfully elevated a legacy product while driving exceptional commercial performance, validating the brand’s shift toward a more refined, trend-forward creative direction.

Close-up of a white round coffee table with a gold candle holder, a decorative glass candle, a small golden ice cream dish with ice cream and a cherry, a glass with stir sticks, a pink book with a line drawing of a woman's face, and a pink armchair and fuzzy pink rug in a stylish living room.