Informed by guidelines set by the creative director of Dubai and London-based label ‘Couca’ and an aim of spotlighting the head designer’s process and latest eveningwear collection presented during Dubai Fashion Week, I produced an Instagram campaign consisting of reels and static posts. Imagery taken on-site at the Dubai Design District was thoughtfully curated and edited and social media copy aimed to evoke the fluidity and luminosity of the fabrics used and to drive in-store and online traffic. Tracking organic social key performance indicators revealed an increased engagement rate of about 190% on Instagram during the campaign.