boys lie

boys lie

THE BRAND STORY

Tori Robinson and Leah O’Malley teamed in 2018 after they both went through serious breakups with their boyfriends, who happened to be best friends. According to the founders, they coined the phrase “Boys Lie” as “words of encouragement and endearment” to make each other feel better and decided to turn the mantra into a brand as a way to spread positivity.

It was the betrayal heard around the world.

CAPSTONE

  • By adopting a comprehensive strategy that combines community-building, targeted advertising, and brand positioning, Boys Lie aims to carve a distinctive space in the lifestyle fashion industry, fostering growth in market share and reinforcing its commitment to authenticity and individual expression.

  • How can Boys Lie effectively increase market share in the lifestyle fashion industry?

“We’re selling an experience and building a community around people who are learning how to heal.”

— Tori Robinson, Co-Founder of Boys Lie

the strategy

The Team

  • ADDISON BLANKS

    CREATIVE DIRECTOR & SOCIAL STRATEGIST

  • FENN DAVID

    CINEMATOGRAPHER & PHOTOGRAPHER

  • CHARLOTTE CLARKE

    GRAPHIC DESIGNER

  • STEF BARACALDO

    COPYWRITER

  • LICI BELTRAN

    BTS & MODEL

  • AVERIE SMITH

    MODEL

  • ELSA KRAFT

    MODEL

  • MEG HIGGINSON

    MODEL

  • JULIANNE COURNAND

    MODEL

CAPSTONE CAMPAIGNS

Threaded Strangers

Threaded Strangers
Sent from Heaven

Sent from Heaven

The Reflection

“Participating in this capstone project was a rewarding journey that boosted my skills in collaboration, creative direction, social strategy, and leadership. Working with a diverse team of creatives allowed for effective communication, appreciation of different creative perspectives, and collective pursuit of shared goals for each social media focused campaign.

Thorough research helped me understand the brand’s essence, target audience, and areas for improvement, especially in social media. By analyzing demographics, competitors, and trends, it improved my ability to craft strategic recommendations to enhance Boys Lie’s online presence and market share.

Taking on the responsibility to improve the brand’s creative direction and social strategy was empowering and enlightening. It allowed me to channel my creativity practically and refine my strategic thinking. This project emphasized the importance of collaboration, research, and strategic planning in creative endeavors, motivating me to apply these skills in future creative projects.”

— Addison Blanks, BLANKS SOCIAL