Becca McFarlane
Creative Direction Projects
illustration
About
Inkbox Summer Campaign
Creative Direction | Design Direction
Summer Forever, Tattoos for Now
A campaign about summer days, spontaneity, and tattoos made for right now.Creative Direction | Design Direction
For Inkbox’s Summer 2025 campaign, I led creative in partnership with directing duo Sacred Pact to build a cohesive brand world across film, stills, DTC, paid, social, and CRM. Shot run-and-gun across Brooklyn in one day , the work reframed Inkbox not just as a product, but as part of how summer memories are made.
The creative direction centered on a simple truth: temporary tattoos belong to real moments, not posed ones. We leaned into movement, friendship, spontaneity, and the warmth of days that unfold without a plan. The new Tagline “Summer Forever, Tattoos for Now” anchored the idea that Inkbox is about presence, self-expression, and living fully in the moment.
A key challenge was balancing Inkbox’s expressive, indie spirit with evolving BIC brand guardrails. The solution was a visual language that felt cinematic but unpolished, emotional but still commercially clear. I focused on bringing back the playful cultural relevance that originally set Inkbox apart, while positioning the brand for a broader audience.
The result was a summer campaign that felt less like advertising and more like a memory in progress with Inkbox naturally embedded in the story.
Brand Creative Direction: Becca McFarlane Direction: Sacred Pact Cinematography: Maddy Talias Art Direction: Hyeona Kim
Still Photography: Elena Mudd Line Producer: Sally Khim
Stylist: Chanti Walker MUA: Tatiana Sada
Still Photography: Elena Mudd Line Producer: Sally Khim
Stylist: Chanti Walker MUA: Tatiana Sada