For the launch of CasaGaia, Gaia Clerici’s new crochet-focused brand, I led the creative direction of an integrated campaign developed in partnership with HobbyPerline, a long-standing client for whom I manage Instagram and TikTok positioning in the beads and knitting space.

The campaign was crafted to inspire a new generation to discover the joy of crochet. I handled every visual aspect of the project: from designing the packaging and branding, to directing and editing the launch trailer and tutorial videos, alongside creating all the motion design and photography assets.

With over 6 hours of recorded content, including 3 hours of step-by-step video tutorials, the campaign also included the production of numerous custom kits and printed boxes. The final result is a cohesive, vibrant launch that blends digital storytelling and tactile experience, positioning CasaGaia as a fresh, playful entry into the creative hobby market.