Waikīkī Beach Services × Aloha Collection “Lei Kala Day Tripper Tote” Launch

Supported the creative development and launch of the Lei Kala Day Tripper Tote, a culturally grounded collaboration inspired by the storied waters of Kawehewehe and the healing traditions of lei kala. I worked closely with the Waikīkī Beach Services team to help translate the bag’s design story, including repeating lei kala motifs, kapa patterns, vintage surf imagery, and ocean-inspired color palettes into compelling campaign visuals and digital storytelling that honored its cultural significance.

Key contributions and responsibilities:

• Collaborated on creative direction for the launch photoshoot, assisting with concept development, scene styling, and set execution to align visuals with the story of Kawehewehe and the natural elements that inspired the design.

• Supported on-site production during the photoshoot to ensure visual consistency that highlighted the tote’s patchwork details, cultural references, and ties to Waikīkī’s ecosystems.

• Created social media content for the campaign, including reels, promotional videos, and curated imagery designed to drive engagement across Instagram and TikTok.

• Developed short-form ads and digital content that translated the collection’s cultural storytelling into accessible, visually appealing promotional material.

• Helped initiate the partnership with Kuaʻāina Ulu ʻAuamo and shaped messaging that highlighted the collaboration’s cultural and environmental impact.

Impact & Skills Demonstrated:

• Strengthened creative-direction abilities by merging cultural storytelling with modern, lifestyle-focused campaign visuals.

• Deepened understanding of place-based narratives and visually translating Hawaiian cultural motifs into brand-conscious marketing assets.

• Enhanced on-set production, styling, and content-creation skills, contributing to a cohesive and culturally respectful product launch.

• Expanded social media marketing and digital storytelling experience, applying narrative-driven content strategy to support brand visibility and community education.