ThredUp
Renewal
ThredUp’s Renewal campaign was about reframing secondhand shopping not as compromise, but as choice; a quiet shift toward something better for your wardrobe, your wallet, and the planet.
Working with creative director Pam Lor, I led concept, art direction, digital design, and photography through RAR Pictures, helping translate ThredUp’s mission into a visual story that felt calm, natural, and intentional. The work focused on simple beginnings, inviting people into circular fashion without judgment or urgency, and letting the imagery carry the message.
Shot on a reclaimed industrial landscape along the San Francisco Bay, the environment became a metaphor for renewal itself, where remnants of the past coexist with something newly alive. The campaign delivered a cohesive body of imagery, helping position ThredUp as a marketplace, but also as a meaningful alternative to fast fashion. This messaging stands with ThredUp today.
