I led the full creative execution across six weeks of holiday content — designing and organizing email and e-commerce page assets with the goal of building one seamless, emotionally resonant campaign story from Black Friday through Christmas.

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THE KEY DECISION: Anchoring the whole campaign in one visual idea rather than six separate themes. The risk with holiday is that each week gets its own creative direction and the campaign fragments. I built every week around a single visual world — warmth, craftsmanship, intimacy — so the campaign felt more like an unfolding story than a promotional calendar.