Bella Archer
Senior Art Director
New York City 

About
bellaarcher9@gmail.com
+1 650 762 4014

The Long Saturday
Brunch, XXL Collection
Creative, 360 Campaign
April 2025


Client: Brunch
Creative: Bella Archer
Photographer: Shana Trajanoska
Photo Assist: Ji Lin
DP: Day El-Watter
Editor: Andrew Skalak
Stylist: Marley Cohen
Style Assist:  Alexis Ventura
Producer: Cami Miles
Graphic Designer: Adam Delisi
Talent: Sydney Stabreit, Jillian Foisie, Sophia Shay


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I led creative for The Long Saturday campaign, partnering with our founders and brand marketing manager to narrow Brunch's focus onto a new core audience: affluent women 18–25. We'd been too broad to build a distinct brand voice, and this campaign marked the start of that shift. 

The creative direction leveraged exactly what our customer loved: an airy, dreamy Saturday following three girlfriends driving and picnicking with nowhere to be, nostalgic but aspirational. 

The campaign loved on digital and socials. The XXL shoe sold out within four days of launch, the fastest sellout the brand had seen to date. In the year following this audience shift, Brunch's revenue grew 6x, the brand's strongest growth to date, driven by finally speaking to one clear customer.