SEASONAL CAMPAIGNS

Christmas
Every Christmas, I aim to develop tactile, immersive visuals and bring a fresh creative approach to each campaign year after year. Each Christmas campaign starts with a confirmed feature title list and a tagline, which I visually conceptualise keeping in mind that it needs to work across a wide format spread — digital screens, oOh!media, magazine ads, programmatic banners and eDMs. Along the way I've solved plenty of small production puzzles: for example adapting mockups to reflect the page thickness/style of packshot, or mocking up convincing spine art when it wasn't available.

Mother's & Father's Day
These campaigns lean on a strong organising idea — "Wrap up a Story" for Mother's Day, built around stop-motion gift-unwrapping footage and title collections grouped by reader persona ("for the mum who sings in the shower," history-loving mum, crime-loving mum); and "A Book for Every Dad" for Father's Day, reusing a blue gift-and-envelope motif from a previous year's assets as a design anchor. Deliverables spanned Meta/YouTube/Google animations, EDM and website banners, and oOh! digital screens, with iteration driven by client feedback on tone (keeping banner colours consistent, adjusting button styling) and content (swapping titles in and out of collections as marketing priorities shifted).

Summer & Winter
Both Summer and Winter Reading campaigns lean into a strong lifestyle mood paired with a consistent device for housing each collection’s tagline. For Winter, that's meant cosy fireplace scenes with snow falling outside, and, another year, a frosted window that reads as if the tagline has been "written" into the frost itself — another example of a tactile approach. For Summer, the tagline device has taken different forms year to year: a chopping board styled with the copy for one campaign, and a themed meadow scene with the tagline set into the skyline for another. Alongside these devices, I've pitched directions ranging from tropical leaf patterns and retro swimmers to a cleaner graphic style, adapting the chosen concept across social animations, programmatic banners and out-of-home formats.