New York
Creative Director
Tiffany & Co.

GU Brand Campaign


When GU, Uniqlo’s sister brand, came to the U.S., we set out to make it feel instantly relevant to Gen Z. Inspired by the playful energy of Japanese magazines, we positioned GU as a toolbox for self-expression—clothes that could be mixed, matched, and worn a million different ways. The response was huge: over half a million website visits, 1.2M media impressions, and a 30% jump in social following. By opening day, GU wasn’t just a new name—it was already seen as stylish, fresh, and trend-forward.
Agency: Yard NYC
Creative Director: Teng Phour, Mirelle Majas
Design & Art Direction: Angela Asemota
Senior Designer: Joey Petrillo
Director: Pablo Di Prima
Styling: Milton Dixon
New York, New York