I designed all content pages and emails for the campaign, working cross-functionally to build a sequenced editorial story across six weeks — ensuring each touchpoint felt like a chapter in a single coherent narrative rather than a series of disconnected promotional moments.

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THE KEY DECISION: Sequencing the story before designing the assets. Most e-commerce campaigns are designed week by week. I mapped the full six-week arc first — building momentum, introducing new themes, and landing on a satisfying editorial conclusion — which gave the campaign a cohesion that individual weekly designs never achieve.