Cold Call Your Crush was a short film campaign I led as creative director, writer, producer, stylist, video/sound editor, and assistant videographer for Fade’s Valentine’s Day collection. The film follows a character working up the courage to confess their feelings—an experience that’s both universal and deeply personal.
While the campaign spotlighted the product, its deeper aim was to reflect Fade’s core ethos: we’re a brand for doers—people who take risks and make memories. I designed the campaign to embody that spirit, encouraging viewers to connect with the feeling of stepping outside their comfort zone—not just the clothes themselves.
That blend of storytelling and experience-driven branding is a throughline in all of Fade’s work—and in mine.
The short film follows a timid but determined character as he works up the nerve to call his crush. Pacing around the room, overthinking every word, he finally dials the number and delivers a heartfelt confession—raw, honest, and full of hope. But just as the moment peaks, he’s hit with an unexpected twist: he called the wrong number. On the other end? A confused employee at a local pizza shop. While his romantic hopes are dashed, he still walks away with something—he took the leap, faced his fear, and ended up with a pizza. Not the love story he expected, but still a win in its own way.
Inspiration
This campaign and it’s direction came from my experience in sales and cold calling. I used to say to myself “Imagine if I was cold calling for something that I truly cared about”. At the time, dialling 100 people a day just felt pointless…what if I we got over the fear of calling that one person as effortlessly as we dialed up whatever client most likely did not want to speak to me. This experience tied with those of having a crush and taking that leap created this direction.
Creative + Culture
The work was inspired by the awkward, bold, and deeply personal act of telling someone you like them. We wanted to evoke that tension and connect to a wider cultural moment—where this generation values authenticity, fast acting, and emotional transparency.
Process
very visual, sound, and frame in the campaign was crafted to evoke one feeling: vulnerability. We approached it as a short film, holding back dialogue until the final 20 seconds to let the story unfold through composition, color, body language, and sound design. A detailed shot list and movement script guided the emotional arc—from tension to humor—while subtle jazz underscored the intimacy between character and viewer.
This campaign focused on selling the experience, not just the product, a strategy that continues to shape Fade’s marketing approach.
VIEW SHOT LIST HERE
Product intergration & Roll Out
I launched the campaign via Instagram reels, stories, and carousels over the week leading to Valentine’s Day. One “cold call” reel resonated especially well, sparking conversation and shares. Each post included key elements around valentines day, as that was the release date, as well as symbols from the video like the vintage rotary phone. I also included one sms send out on day of the release to our 52 subscibers.
Challenges
One of the biggest challenges I faced was product integration. While I wanted people to connect with our ethos and lifestyle, it was equally important to make it clear that this was a product release, not just a short film. Striking that balance was difficult. Although we eventually sold out, I don’t believe it was due to the strength of the campaign alone.
Another learning curve was SMS and email marketing. At the time, I underestimated their value and didn’t prioritize them in the rollout. Since then, both have become essential tools in our launch strategy and have significantly improved our reach and conversions.