As part of our 2015 rebrand strategy, we wanted to infuse more of the story telling aspect within Rent the Runway. As a company built by women, for women, we decided to celebrate other female entrepreneurs who are out there making their dreams a reality. We researched women in our top US markets, photographed them in their natural surroundings, wearing Rent the Runway. The result was an amazing organic form of marketing that resulted in a huge word of mouth return and an increase of awareness in each city. I helped find the women, location scout, direct the shoot and designed the corresponding online pages. This continues to be a passion project that I am still involved in with RTR.