For this holiday campaign, I led art direction and creative development for a curated seasonal collection that blended classic holiday motifs with modern sparkle and shine. Vintage-inspired patterns and nostalgic imagery were paired with contemporary finishes such as glitter textures, confetti foils, and iridescent materials to create a look that felt festive, polished, and current.

I developed a cohesive design system including typography, color palettes, graphic elements, and direction for photography and video styling. The system was built to scale across digital and physical touchpoints while maintaining consistency and expressive flexibility.

The campaign extended beyond digital visuals into tangible moments. Graphic elements were repurposed as custom wrapping paper, and the system was applied to a gift box that doubled as a storage box, as well as influencer seeding kits designed for social and creator content.

The collection celebrated intentional styling and self-expression, resulting in a collaborative, joy-forward holiday campaign that balanced vintage charm with contemporary appeal.