Bose runs a Back to School campaign every year across six of its most popular products. This year's concept, "Back at It" was built around the energy of transitioning from summer back to school and work.

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I developed two directions for the campaign and presented both to the client. The first was type-led, bold, kinetic, built around action words. The second was character-led, giving each product its own persona with distinct traits and personality. The client chose the character-led approach.

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Working with the team, I developed six personas, one per product, then collaborated with an illustrator to bring each one to life. The campaign extended across Instagram, Facebook, Twitter, in-app messaging on the Bose Connect and Music apps, email, and a product listing page.