I co-created an integrated marketing campaign for Boot Barn that challenges the idea that confidence is performative. Working alongside my partner Lilly Bartelson, we developed a concept rooted in a powerful human truth: people don't want to fake it—they want to own it. Our campaign targets Gen Z consumers seeking authentic self-expression through fashion, with activations like the "Boots on Broadway" interview series and a "Build Your Own Night" photo campaign featuring disposable cameras. This project pushed me to think beyond traditional advertising and create experiences that feel real and relatable, proving that the best marketing doesn't just sell products—it celebrates the people who wear them.