Summer is more than a season—it’s a mindset. For Pura Vida’s Summer State of Mind campaign, we set out to capture the feeling of endless sunshine and self-expression, promoting our new neon, ocean-inspired jewelry collection as the must-have accessories for the season. Our goal was clear: position Pura Vida as the ultimate destination for summer accessories, where every piece adds to that carefree, sun-soaked energy.

Through vibrant, tropical branding and photography, we wanted our audience to feel that Pura Vida jewelry wasn’t just something to wear—it was a way to keep the summer spirit alive all year long. From social and email marketing to gift-with-purchase stickers and custom PR boxes, I developed the campaign messaging and visual suite to create a seamless, immersive experience across every touchpoint, making Pura Vida the first stop for the perfect summer look.

Photographers: Shay Babb, Sam Kim, Ravaray