BARLUMESELECTED WORK
LAUNCH CAMPAIGN
The project
Pre-opening and opening Meta campaigns for Barlume Beach in Montauk: a postcard carousel that introduced a new destination, then opening ads built on the same postcard language.
What I did
I proposed the postcard concept, wrote the headlines and the opening-ads brief, set the visual direction, and designed the four-card carousel and four opening ads in three placements each.
Coming Summer
Project context
Before opening, Barlume Beach had to introduce a beach club, restaurant, marina and hotel in one place. The client had an animated GIF that didn’t show what was being promoted or why people should be excited. I proposed postcards instead, so the ad would show what being there looks like.
My contribution
I designed the four cards and wrote their lines.
A postcard from Montauk
Each card is a postcard with one photo and one line. Photos and tape cross from card to card so the swipe reads as one sequence, and I checked that each card also works alone in the feed.
The four cards
The name, the waterfront, the food and the full destination each get one card. I built the sequence in Figma and tested the transitions across the swipe there.
The swipe
I built a mockup of the carousel in an Instagram feed to show the cards connecting as you swipe.
Now Open
Project context
Once Barlume Beach opened, the ads had to announce the beach club and restaurant as new and open. The client’s line for the season was “A new kind of summer in Montauk,” and the client had one naming rule: the restaurant and beach club are one space, always named together as Beach Club & Restaurant.
My contribution
I wrote the brief and headlines, set the visual direction and designed the ads.
From postcard to opening ad
I built the opening ads on the pre-opening carousel’s postcard concept, photography and typography, and rewrote the headlines to announce the opening.
The ads
Four concepts, each designed in 4:5, 1:1 and 9:16.
The lines
Each ad pairs a headline with a short line underneath and one photo.
| Headline | Line underneath | Photo |
|---|---|---|
| A new kind of summer | Beach Club & Restaurant | Lounge under the shades, hydrangeas and the harbor |
| Day to Night | Cocktails · Open late | A cocktail over oysters on ice |
| Dock to Table | Fresh off the boat · Montauk | Grilled fish, pasta and drinks from above |
| Greetings from Barlume Beach | Now open · Montauk, NY | The dining deck and the shingled building |