Hollister Holiday Campaign
The global insight of Gen Z’s post-pandemic desire to be anywhere but inside their house was hero, visualized at the local convenience store; A generation-crossing safe-space for youth to test new personal styles. I led creative direction for this omni-channel campaign from site, paid media, social, email to stores – globally.
The results? The CEO received the final concept presentation as “Fresh & something we haven’t done before.” Ultimately, cross-channel performance won the brand’s best Black Friday sales of all time, to-date.
Paid media video
The photoshoot briefs included unique storyboard direction for each channel, and I provided photo art direction: I even designed the IRL ‘Cozy To Go’ door sign. We obviously had an entire team of designers, copywriters, strategists & photographers working seamlessly to bring this to life, and I oversaw every. single. asset. that went out the door.
