Chanel Boateng.com

Context

Chanel Boateng had built a highly engaged audience of 525k around a specific public identity centered on family and plus-size lifestyle content. Following major personal and physical changes, the challenge was to reintroduce her brand in a way that felt authentic, while maintaining audience connection during a potentially divisive transition.

Role

Led creative direction and campaign rollout across visual identity, content and digital platforms.

Approach

The campaign was designed to reposition Chanel’s public image without alienating her existing audience. The creative direction focused on balancing sophistication, confidence and approachability, allowing the transformation to feel intentional rather than abrupt.

Instead of over-explaining the change, the strategy leaned into visual storytelling and controlled audience pacing across multiple touchpoints, including teaser content, photography, social rollout, video and website launch. The focus was on allowing the audience to emotionally connect with the transition through tone, imagery and presence rather than direct narrative.

Execution

Directed and oversaw a multi-platform rollout that included a teaser campaign, photoshoot, YouTube content, interview strategy and launch of a new website. Each element was designed to work cohesively, creating a clear evolution of the brand while maintaining familiarity for the audience.

Impact

The campaign successfully retained audience engagement during a major brand transition, while repositioning Chanel for a new phase of content and audience growth. The launch video became the second-highest performing video on the channel in 2022, demonstrating strong audience retention and engagement throughout the rebrand.