SPIRIT WEEK
Pre-Recruitment Campaign • Creative Direction • Social • Merchandise • Partnerships
OVERVIEW
A multi-day pre-recruitment campaign designed to build momentum leading into formal recruitment through coordinated visual concepts, social content, merchandise, partnerships, and day-by-day creative direction.
ROLE
Content strategy
Creative direction
Social planning
Merchandise strategy
Partnership coordination
Campaign execution
Instagram views on PHIRST CLASS
379K+
1.14M+
Overall campaign views
178K+
Views on top PARKE TikTok
PARKE YOURSELF AT APHI
Matching Alpha Phi sets and coordinated social content designed for a premium recruitment aesthetic.
PERFECT PHIT
Custom Alpha Phi top paired with jeans and built around the 'perfect fit' concept, focusing on individual styling and confidence.
FLYING PHIRST CLASS
Airline and travel-inspired campaign sponsored by the State College Regional Airport, establishing Phirst Class as a leading visual narrative.
WELCOME TO THE BEVERPHI HILLS HOTEL
Beverly Hills-inspired fashion concept featuring Beginning Boutique dresses, bringing West Coast luxury to the recruitment experience.
NIGHT BEFORE RECRUITMENT
Custom Alpha Phi pajama concept designed for the night before formal recruitment, emphasizing brotherhood and community.
THE SOCIAL CONTENT
CAMPAIGN DIRECTION
Multi-day storytelling
Concept development
Coordinated styling
Custom merchandise
Social-first creative
Partnership integration
Recruitment positioning
PROJECT DETAILS
Role: Campaign Strategy · Creative Direction · Merchandise · Social · Partnerships
Category: Recruitment / Campaigns / Social
Platform: Instagram + TikTok
“A multi-day campaign designed to build excitement before recruitment while giving each day its own identity within one cohesive brand experience.”