Helped concept Kate Spade New York's "Get Gifted" holiday campaign, based on the idea that it's the personalized aspect of a gift that makes it so special. To communicate this, we created personas for various giftees and curated gift sets around them, adding a personalized touch to each one. Each gift set had a corresponding "she statement" to further communicate the person behind the gift. For example, the she statement for the gingerbread decorated with earrings was "she loves sweets and sparkle."
Art directed the campaign imagery, including stop-motion videos, so that the personas came to life, most of them with a clever twist. An overarching theme of unwrapping a present added an element of surprise and festiveness to the campaign and helped contextualize it for the holiday season.