As a department, we were asked to create a simple, but effective holiday campaign that would make our shoppers feel extra special – Holiday VIP was born. Each artist was asked to design layouts that would depict their vision for this campaign. Above are my mine side by side.
The creative then collaborated and redesigned the VIP campaign based on elements that were chosen from each our designs. The VIP icons became a key design component in the final campaign.
With the launch of this new icon driven Holiday VIP program, the VP of Marketing wanted to incorporate the look and feel into the annual holiday card which was mailed out to the entire field Marketing team. In order to save time and money, this 2-sided, 6 x 6 card was printed in-house and hand assembled – each window was hand cut and scored.
Crossroads Mall has a very unique Santa Arrival as he arrives by helicopter and lands in the Mall parking lot then parades into the Mall. The client wanted a :15 sec animated spot to tie into the look and feel of the Holiday VIP campaign which would be used on the mall website and social media.
"Joy of Giving" campaign was created based on the holiday tradition that is it's better to give than receive. I wanted it to look and feel vintage inspired with a modern edge. The gift tag element carries through on all the collateral and the sentiment changes with the event. For example Santa Photos: The Joy of Giving SMILES and the Charity Drive says: The Joy of Giving GENEROSITY. A custom wooden gift tag ornament (shown above) was given away at the charity events to those who brought donations.
Viewmont Mall wanted a custom holiday campaign similiar to "The Joy of Giving", but making it uniquely theirs. The client wanted to utilize a huge barricade by selling spaces to sponsors. I worked with a local chalk artist to personalize the wall in large vintage inspired silhouettes and feel good quotes, and I designed the overall campaign to have the same look and feel.
Custom PREIT holiday card that depicts who they are in a festive motif and non-traditional holiday palette. Each snowman represents retail shopping and the gold swirls are a list of all the centers in their portfolio at the time. It's printed on a metallic uncoated cover stock giving you the look and feel of metallic ink along with single level embossing.
"Tis the Season to be Merry & Bright" speaks for itself with bright, bold imagery and key holiday punch words like SANTA, GIVE, CARE, SHOP, CONNECT and CELEBRATE. The campaign needed to stand out on-mall and show the consumer what we have to offer while inviting them to give back. All malls either ran a :30 sec tv spot or a :15 sec theater spot geared towards Black Friday and updated for the weeks leading up the Christmas.
Above is the storyboard which I created to base the build on. There were several different versions of this spot and as you'll see the MIDNIGHT frame was cut and the GIVE frame was replaced by SANTA, but other than some tweaking at the end, the spot matches the board.
The Gallery at Market East wanted a holiday campaign to make consumers stand up and take notice. They were a viable shopping hub right in the heart of the city with an eclectic mix of over 130 stores to choose from to find that perfect gift for everyone on your list, hence the Get the Gift! campaign was created. Bright, bold, holiday illustrations and messaging combined with an unconventional holiday color palette began popping up on bus shelters, train stations, billboards and on-mall signage.
Fun, festive, graphic holiday campaign concepts.