We Are HAH at Miami Swim Week

Miami Beach, Florida · Brand Launch & Runway Show

Bringing a new brand into the room.

At We Are HAH’s Miami Swim Week launch, the campaign became part of the setting: the debut film was projected onto a neighboring building above the rooftop party at Soho Beach House. Working in-house at HAH, Kelsey produced and art directed the film and campaign shoot, and coordinated with the event production company on the launch.

The brand launch

Guests gathered at Ocho, Soho Beach House’s rooftop bar and pool. DJ Alexandra Richards and a live performance by Swimsuit Issue set the atmosphere for the evening. Following an introduction by HAH founder and designer Sharleen Ernster, the brand’s debut film, Le Premiere, was projected onto a neighboring building, bringing the campaign into the party itself. Starring model and artist Cailin Russo, the film and accompanying photo shoot were produced and art directed by Kelsey at the Sheats-Goldstein Residence in Los Angeles.

Kelsey led event coordination for the brand, working directly with the production company on the concept, music, set design, invitations, budgets, and schedules.

The runway

HAH presented its debut collection at SWIMMIAMI at the 1 Hotel South Beach Salon. Kelsey’s responsibilities spanned casting, music, invitations, scheduling, and art direction, connecting the presentation of the collection with the wider brand debut. Together, the show and launch party gave HAH two complementary ways to introduce its point of view over the same weekend.

Project at a glance

Brand: We Are HAH (HAH)
Occasion: The brand’s debut weekend at Miami Swim Week
Role: Campaign production and art direction; brand-side event production and coordination
Launch party: Ocho, Soho Beach House’s rooftop bar and pool
Runway show: SWIMMIAMI, 1 Hotel South Beach Salon
Launch party scope: Coordination with the production company on concept, music, set design, invitations, budgets, and schedules
Runway scope: Casting, music, invitations, scheduling, and art direction
Campaign scope: Production and art direction of the debut film and photo shoot starring Cailin Russo
Campaign location: Sheats-Goldstein Residence, Los Angeles

Brand Launch Party

We Are HAH debuted during Miami Swim Week with a party at Ocho, Soho Beach House’s rooftop bar and pool. DJ Alexandra Richards played, Swimsuit Issue performed, and the debut film was projected onto a neighboring building.

A pink neon sign reading “what HAHppened?” above a vintage tufted sofa on the rooftop at night, under string lights

Guests lining a metal railing on the rooftop at night, looking out under string lights

Two men standing in front of a rooftop stage with a microphone stand and cables

Four women posing together at the rooftop party under string lights

A woman in a red dress holding a tray of pink mesh favor pouches while a man in a leather jacket takes one

A red neon sign reading “what HAHppened?” on a dark wall

A DJ at turntables with a laptop on the rooftop, with city lights behind her

A group of friends embracing in front of a tropical-print mural at the party

The HAH crest and a patterned design projected onto the side of a neighboring building at night

Black cards with white illustrations of constellations and figures standing in clear acrylic holders

The DFM’s Miami Swim Week recap reported 5.18 million social impressions and 9.81 million press impressions for the launch activity.

Runway Show

HAH presented its debut collection at SWIMMIAMI in the 1 Hotel South Beach Salon. Kelsey handled casting, music, invitations, scheduling, and art direction for the show.

A model with long dark hair in a sheer black swing dress

A barefoot model in a floral halter bikini top and a black sheer wrap skirt with a strappy waistband

A close portrait of a model in a peach triangle bikini top and a white open jacket

A model in a white eyelet one-piece swimsuit with a white hood, walking the runway

A model in a mint green sheer lace tunic walking the runway between rows of seated guests

A model in a leopard-face one-piece swimsuit and a long black sheer robe

A model in a sheer black long-sleeve mesh dress over a leopard-print bikini

A close shot of white lace lingerie under a sheer lace robe with a gold pendant necklace

A model in a floral bikini and a floral kimono-style robe with black trim and fringe

A designer in a black printed kimono and gold belt waving to the audience beside a model in a leopard-face bodysuit

A model in a black bikini top and leopard-print drawstring pants

A model in a leopard-print bikini with a sheer black skirt and pants over it

Campaign Shoot

Kelsey produced and art directed the We Are HAH campaign shoot at the Sheats-Goldstein Residence in Los Angeles. Jorden Keith photographed model and artist Cailin Russo.