Sorry for Patty’s Rocking: St. Patrick’s Merch Roll-out Campaign

USC Purple Store

Creative Directing | Campaign Management | Retail Launch | Social Media Management | Content Creation

Product Launch Post Design

St. Patrick’s Day is one of the most competitive retail moments for brands targeting university students.

Success depended on more than visibility. The brand needed to become part of the conversation before the celebration began and remain top of mind as students planned their outfits and festivities.

The campaign positioned the Purple Store as the defining St. Patrick's Day brand on campus by tapping into student culture, creating highly shareable content, and building excitement across every touchpoint. The goal was simple: when students pictured St. Patrick's Day at Western, they pictured themselves wearing Purple Store merchandise.

Sell the party, not just the product.

Official Commercial

Inspired by nostalgic 2016 house party culture, the campaign recreated the energy of a classic university St. Patrick's Day through flash photography, crowded house parties, disposable camera aesthetics, and candid moments with friends.

The creative direction was designed to help students visualize themselves celebrating in the merchandise, connecting the apparel with the memories and traditions surrounding St. Patrick's Day rather than with the product alone.

From photoshoots and TikToks to pop-up experiences, every touchpoint reinforced the same visual identity and message: this is what your St. Patrick's Day should look and feel like. A consistent campaign across digital and in-person experiences built anticipation, strengthened brand recognition, and encouraged students to become part of the story.