Dudette with Sign
Copy by Ashley McElmurry
To kick off our holiday collection and Megan Thee Stallion partnership launch with Dudette with Sign, I crafted the copy to seamlessly blend True Religion's brand voice with of-the-moment trends. This required carefully chosen language that reflected both brands' identities and resonated with fans. The process involved several rounds of collaboration with the Fuck Jerry team to perfect the tone, ensuring the copy felt both familiar to Megan’s audience and authentic to our brand. The post generated over 40k likes, 144 comments, and over 2,500 shares. 
Studio Art Director
Producer Elizabeth Barrera
Photographer Ryan Miller
Retoucher(s) Joe Yu and Victor Cobain
With a foundation in storytelling, I bring a narrative-driven approach to my role as a Studio Art Director in the photo studio. My experience shaping brand voices and crafting engaging copy has honed my ability to see the story within each project, allowing me to bring fresh perspectives to visual concepts and execute them with purpose.
From creating cohesive mood boards to collaborating with photographers, stylists, and models, I ensure that each image speaks to the brand’s essence. My storytelling insight enables me to help guide the creative process, making sure every shot resonates with our audience and aligns seamlessly with our campaigns.
someone alert @girlswhocluster
TRUE REWARDS
Written by Ashley McElmurry
Art Direction by Danny Giang & Shai Kim
In my recent work rebranding the True Rewards loyalty program, I was responsible for streamlining project deadlines for the creative team and working closely with the Loyalty Program leads to shape the creative direction. I crafted the copy journey for our members, ensuring a cohesive and engaging experience throughout. The rebranding included a comprehensive overhaul of the program's language, tier system names, program name, and tagline to better align with our brand’s evolving identity. 
TRUE RELIGION BRAND VOICE
Written by Ashley McElmurry
Assist by Danielle Carlson
In partnership with the CMO and copywriter, we were able to develop a narrative that encapsulates the essence and ethos of the brand. With a focus on authenticity and archetypes, I delved deep into True Religion's heritage, values, and unique identity, distilling them into a cohesive voice that resonates with its audience. By articulating a clear and compelling brand voice, the goal is to elevate True Religion's presence and foster meaningful connections with our community. 
JEFF HAMILTON
Art Direction by Shai Kim
Story Written by Ashley McElmurry
Produced by Cailin Chien
Directed by Matt Winkler
Images by Cailin Chien
True Religion partnered with legendary jacket designer, Jeff Hamilton. As Creative Brand Manager, I partnered with our Art Director to develop a concept that created excitement and anticipation. Each jacket was gifted in a luxury garment bag that when folded, looked like a brief case. From there, we developed a heightened storyline around this garment bag, positioning it as goods that needed to be passed off to an NBA player before the big game. From the script down to the fits, we had full creative control over this project. It was important to touch on Jeff's accolades in a subtle way as well as to create something unique for the customer experience, as this was a unique collaboration to begin with. Enjoy the landing page lookbook below, designed and written by Shai Kim and myself. 
COOL KIDS, HOT STYLES
Design by Shai Kim
Concept by Ashley McElmurry
Shot by Ryan Miller
As the creative force behind our recent kids' summer campaign, I seamlessly blended the nostalgia of childhood with a clean, e-commerce-driven aesthetic. By capturing the essence of carefree schools-out-for-summer days and integrating vibrant, playful elements, I assisted in crafting imagery that resonates with both kids and parents alike. The result is a collection of visually compelling, nostalgic scenes that not only evoke fond memories but also highlight our products in a polished, appealing manner, driving engagement and boosting online sales.
WHO THE F*** WEARS TRUE RELIGION
Design by Jonathan Whitehead
This was an exciting campaign that garnered over 22,000 likes on IG. For our 20th anniversary, I proposed we utilize hate comments to inspire us to do something that not only answers but acknowledges the obvious question: who the f*** is wearing True Religion? What could be perceived as negative was really just our moment to reflect on the future of True Religion and show our customers and critics the next 20 years of True as it unfolds. This asset has been used in marketing assets over the last few years including at ComplexCon, and is now shoppable as a t-shirt on truereligion.com. 
GET LOOSE
Produced by Cailin Chien, Ashley McElmurry
Video by Anthony Matarozza
Images by Cailin Chien, Razzy
Casting by Ashley McElmurry
Talent: Chris Drysen, Kendal Toliver, Tyler Chew
Collaborating closely with skateboarders, True Religion’s Get Loose campaign celebrated the essence of freedom and self-expression embodied in baggy jeans. Drawing from my immersive engagement within subcultures, I crafted narratives and visuals that authentically captured the rebellious spirit of skate culture while highlighting the versatility and comfort of our baggy jeans.By fostering genuine connections and aligning the campaign with the ethos of the skate community, we not only promoted a product but also fostered a sense of belonging and authenticity that resonated with our audience on a profound level.
PLAY ON PLAYA
Produced by Han Le
Art Direction by Ashley McElmurry, Shai Kim
Video by Matt Winkler
Images by Ryan Miller
The Playboy x True Religion Play on Playa creative merges the allure of elevated streetwear with the timeless allure of seduction. Inspired by the fusion of both brands' identities, this shoot exudes a provocative yet sophisticated aesthetic, blending True Religion's iconic denim craftsmanship with Playboy's iconic imagery and sensuality. Through captivating visuals, the collaboration invites consumers into a world where style, attitude, and allure intertwine effortlessly.
THE VAULT
Creative Direction by Ashley McElmurry, Zihaad Wells
Art Direction by Adam Elramy, Cailin Chien
Images by Demarquis McDaniels
Video by Lucas Chemotti
In 2022, amidst our 20th Anniversary celebrations, we unveiled The Vault, a project deeply entrenched in subcultures. Our inaugural drop showcased True Religion Archive pieces meticulously styled and captured on 5 talents across Los Angeles, embodying the essence of our brand's roots in the city. The narrative weaved throughout aimed to not only honor True Religion's Los Angeles heritage but also spotlight the diverse and vibrant community shaping the city's future. Spearheaded by co-art direction and storytelling from yours truly, and expertly shot by Demarquis McDaniels, The Vault epitomized our commitment to celebrating authenticity and cultural richness.
BEEN THAT STITCH
Campaign by Zihaad Wells, Ashley McElmurry
Casting by Ashley McElmurry, Cailin Chien
Produced by Han Le
Our Been That Stitch campaign boldly introduced our iconic thick red stitch, a hallmark of True Religion's craftsmanship and identity. Collaborating with graffiti artist Remio, renowned for his bold and expressive street art, we captured captivating visuals with hopes of solidifying ourselves further as a streetwear brand. The campaign aimed to celebrate the timeless allure of our signature stitch, inviting audiences to embrace True Religion's legacy of authenticity and bold self-expression.THE DROP
Our Street Drop narrative series emerged as a dynamic initiative tailored to resonate with a younger audience deeply entrenched in streetwear culture and skate influences. Inspired by the raw energy and individuality inherent in these subcultures, each Drop release embodies the essence of authenticity and expression. With a pulse on current trends and a dedication to creative excellence, our Drop series serves as a vibrant platform for engaging with a new generation, inviting them to explore and celebrate the intersection of style, culture, and self-expression. To help bring each of these drops to life, we partnered with up-and-coming creatives in cities like Atlanta, Miami, Los Angeles, and New York. With full creative control aside from narrative parameters established by us, they were able to capture our brand as it lives and breathe in their cities. STITCH REMIXED
Creative Direction by Ashley McElmurry
Produced by Cailin Chien
Social Strategy by Kisatchy Owens
As part of our circularity initiative, Stitch Remixed, we collaborated closely with Mia Marquez and Devin Mercadel, two influential figures within the DIY community renowned for their innovative approaches to repurposing fabrics and products. As part of our project, our designers meticulously reworked inventory from our archives, breathing new life into garments and embodying the ethos of sustainability and creativity. With a keen focus on engaging Gen Z audiences, Mia and Devin's involvement added a layer of authenticity and resonance to our social campaign. Their expertise in repurposing aligned seamlessly with our mission, inspiring young consumers to embrace circular fashion and explore the endless possibilities of upcycling. Read more on Mia and Devin here. 
JERRY SEINFELD X AG JEANS
I was tasked with coming up with a story idea for the windows at our newest location on Madison Ave in NYC. It was in the process of being built, so we just needed something to catch eyes and pique interest. I was really inspired by Jerry Seinfeld's opinion piece in The New York Times, and thought it would be cool to bring an element of it to life for the New Yorkers.
HAVE A NICE DAY
Story and Prompts by Ashley McElmurry
Social Strategy by Kisatchy Owens
Teaming up with our Social Media Manager, we co-crafted the vibrant Have A Nice Day campaign. Designed to amplify our LGBTQ+ initiative, the campaign centered around products featuring the uplifting phrase, aiming to infuse inclusivity and positivity into our brand narrative. Beyond spreading messages of acceptance, we aimed to spark conversations and elicit smiles with this engaging campaign, fostering a sense of community and joy among our audience.V DTLA
Images by Claire Huntsberger
As the social media manager for V, a vibrant restaurant and bar nestled in downtown Los Angeles, my role evolved significantly in the wake of the COVID-19 pandemic. Initially, my focus centered on promoting the restaurant's unique ambiance, cuisine, and lively events such as Stockholm Social. However, when the pandemic disrupted our operations in March 2020, I spearheaded a swift and strategic pivot in our messaging. With empathy and foresight, I adapted our social media content to reflect the challenges of the times, emphasizing safety protocols, takeout options, and community support initiatives. 
