CLOSET CONFIDeNTIALS
Every closet tells a story. a reflection of personal style, identity, and inspiration
CREATIVE DIRECTOR
Role: Concept PROPOSAL development · Immersive experience design · Storytelling strategy · Brand-meets-culture positioning · Client pitch presentation
AREA: EXPERIENTIAL . FASHION . DIGITAL
CLIENT: QVC AGENCY: DENTSU
Challenge: QVC wanted to spotlight its “Age of Possibility” campaign and the Quintessential 50 (Q50). A group of inspiring women over 50—through a culturally resonant experience that celebrates individuality and discovery.
Idea: Closet Confidential
Every closet tells a story. One of personal style, identity, and inspiration. While self-expression through fashion is powerful, there’s something equally captivating about exploring the closets of others. We’ll create a walk-in, immersive closet experience at major cultural and lifestyle events nationwide. Each “closet” is curated by a Q50 Ambassador, featuring QVC-exclusive and new products spanning fashion, beauty, home, and decor—all carefully selected to reflect her unique story and aesthetic.
Execution:
Immersive closet spaces that blend editorial storytelling with shoppable brand moments.
Each space curated by a Q50 Ambassador, transforming personal style into a discovery driven experience.
A mirrored cube with LCDs, a countdown clock, and a QR code teased the next closet reveal while promoting products.
Positioned at high-traffic cultural events, ensuring maximum visibility and participation.
Projected Results:
• cultural intrigue around QVC’s Q50 BAs, bridging personal storytelling with commerce.
• Elevate QVC’s perception as a fashion & lifestyle authority while rooted in authenticity.
• an experiential bridge to digital, driving both on-site engagement & e-commerce conversion through QR-led journeys.
