Photography, videography and campaign content for Old Habits Die Hard

For the launch of Old Habits Die Hard’s new cotton bandanas, I worked on the campaign from multiple creative angles: as a marketer, copywriter, photographer and videographer. In collaboration with Isabel Guyt, her kids and brand , we created visual and social-first content that brought the new bandanas to life across the website, email and social media.

A product launch built from story, visuals and content

Some launches are more than a product going live. They are a small world that needs to be built: the story, the visuals, the product pages, the emails, the social content and all the little details that help people understand why this piece belongs in their wardrobe. For Old Habits Die Hard’s newest launch, I was involved in the full creative process behind the cotton bandanas. From writing the campaign concept and product copy to photographing the pieces and creating social-first video content, this project brought together everything I love about working on a brand launch.

From campaign concept to product photography

The cotton bandanas were created as a new chapter within the world of Old Habits Die Hard: playful, versatile and easy to style, while still carrying the bold and expressive character of the brand. For the website, I created product photography that served both function and feeling. Clean packshots to clearly show the product, combined with softer lifestyle imagery that showed the bandanas in use. The goal was to make the collection feel desirable, but also easy to understand and easy to wear. Because strong product photography should do both: show the details clearly, and make people feel the mood of the product.

Social-first video content with Isabel Guyt

Alongside the photography, I also filmed and edited several UGC-style videos with Isabel Guyt, created specifically for social media. The focus was on making the bandanas feel wearable, effortless and inspiring. Instead of overly polished campaign videos, we created short-form content that felt natural to platforms like Instagram Reels, TikTok and paid social: styling ideas, movement, close-ups, texture and small moments that show how the product can become part of someone’s everyday style. This kind of content is where product storytelling becomes more accessible. It gives the campaign movement, rhythm and a more personal point of view.

SEO copy, email campaigns and launch support

For this launch, I also worked on the written side of the campaign. I wrote SEO-friendly campaign copy, the collection description and product texts, making sure the language felt aligned with the brand while also supporting online visibility. Next to that, I created the email campaigns: from copywriting and layout to scheduling and sending. The emails were designed to introduce the new bandanas, build interest around the launch and guide customers from inspiration to purchase. That is what I enjoy most about this kind of work: being involved from strategy to execution. Not just creating one piece of content, but helping shape the full launch experience.

A full-circle campaign approach

This project brought together photography, videography, copywriting and marketing in one campaign flow. For me, that is where a launch becomes strongest. When the images, words, emails and social content all speak the same visual and verbal language. When a product release does not feel like a single post or product page, but like a complete story. With Old Habits Die Hard, the goal was to create a launch that felt confident, stylish and easy to connect with — from the first email to the final product image.

Launching a new product or collection?

Are you preparing a product launch and looking for someone who can think along creatively, strategically and visually? I can help with campaign concepts, SEO-friendly copy, photography, social-first video content and email campaigns, so your launch feels polished, personal and ready to share.