POV: you create a marketing campaign for Charli xcx and present it to her manager, and some of it comes true
During the Fall 2022 semester, Charmaine co-developed a mock marketing campaign for singer-songwriter Charli xcx. Together with her teammate, she had the privilege of presenting their ideas to Charli's manager, Sam Pringle. The following are three examples from their campaign that have since come to life with the release of Charli's latest album, "brat."
creative strategist • marketing coordinator • audience development coordinator
1. Upon seeing this first-look image from Barbie, Charmaine immediately thought of Charli xcx — the bold Y2K palette, playful energy, and nostalgic styling perfectly matched Charli's sound and aesthetic. She instantly knew Charli belonged on the soundtrack
2. Given Charl's recent Y2K and soft grunge-inspired eras, H&M felt like the perfect collaborator, known for blending both styles in their branding and collections
3. Hosting and performing on SNL would showcase Charli's charisma, wit, and stage presence, giving new fans a full introduction. Charmaine even created a mockup before it became reality
Full Marketing Campaign
Impact & Insights
STRATEGIC CREATIVITY WITH POP CULTURE RELEVANCE
• Charmaine's ability to stay deeply in tune with pop culture — from Barbie to SNL — allowed her to craft ideas that felt instantly relevant, buzzworthy, and timely. She doesn't just follow pop culture, she knows how to work within it to elevate artists in ways that resonate with audiences in real time.
• Charmaine's ability to stay deeply in tune with pop culture — from Barbie to SNL — allowed her to craft ideas that felt instantly relevant, buzzworthy, and timely. She doesn't just follow pop culture, she knows how to work within it to elevate artists in ways that resonate with audiences in real time.
PROOF OF CONCEPT MEETS EXECUTION
• Each pitch extended beyond just an idea. Charmaine presented mockups, timelines, and platform strategies in mind that demonstrated her ability to think like a marketer, strategist, and designer simultaneously. Her fully developed concepts reflect a readiness to contribute meaningfully to creative teams and real-world campaigns.
• Each pitch extended beyond just an idea. Charmaine presented mockups, timelines, and platform strategies in mind that demonstrated her ability to think like a marketer, strategist, and designer simultaneously. Her fully developed concepts reflect a readiness to contribute meaningfully to creative teams and real-world campaigns.
FAN ENGAGEMENT AS CREATIVE FOUNDATION
• Rather than guessing what fans wanted, Charmaine tapped into conversations, memes, and community behaviors among Charli's Angels to inform her approach. Her instinctive fluency in fan culture allowed her to create concepts that felt both unexpected and exactly right, balancing surprise with satisfaction. Charmaine knows how to market with the audience, not just to them.
• Rather than guessing what fans wanted, Charmaine tapped into conversations, memes, and community behaviors among Charli's Angels to inform her approach. Her instinctive fluency in fan culture allowed her to create concepts that felt both unexpected and exactly right, balancing surprise with satisfaction. Charmaine knows how to market with the audience, not just to them.
CREATIVE THINKING THAT ANTICIPATES THE MARKET
• By recognizing the potential of ideas before they hit the mainstream, Charmaine showed more than just fandom — she showed creative foresight. She knew when a cultural moment was brewing and how to position her ideas to feel aligned, yet still original. It's the kind of strategic thinking that brings long-term value to creative and marketing teams.
• By recognizing the potential of ideas before they hit the mainstream, Charmaine showed more than just fandom — she showed creative foresight. She knew when a cultural moment was brewing and how to position her ideas to feel aligned, yet still original. It's the kind of strategic thinking that brings long-term value to creative and marketing teams.
STRONG POV WITH INDUSTRY READINESS
• These weren't vague hypotheticals — it was a fully developed, deck-ready campaign that anticipated real trends. When Sam Pringle confirmed that some ideas were already in development, it validated Charmaine's ability to think at an industry level, ahead of the curve.
• These weren't vague hypotheticals — it was a fully developed, deck-ready campaign that anticipated real trends. When Sam Pringle confirmed that some ideas were already in development, it validated Charmaine's ability to think at an industry level, ahead of the curve.
