Holiday ‘23

Creative Direction Jonathan Springer / Ryan Meline
Art Direction Myself
Sr. Copywriter Becca Hawk
Designers Carolyn Wassmer / Angie Tomson / Mariah Behrens
DP Sarah Simka Jaffe
Lifestyle Photography / Video Direction Ashley Batz
Studio Photography Maria Billarou / Taylor Feist
Production Una Simone Harris

The Brief Brief
Reinforce REI as the best destination for outdoor gifts and empower our members to celebrate and share their love of the outdoors this holiday season.​ Develop a marketing campaign for the holiday season that motivates and enables members to defy the holiday grind and make the most of the season.

My Role
-Worked with the team to develop the overarching concept that could work across both full-price and off-price campaigns.
-Developed the design system to span both full and off price campaigns that enabled the designer to roll out consistent creative across all executions.
-Led an offsite with my coworkers to create linocut designs / prints that would be used as graphics throughout the campaign.
-Provided creative direction to our visual merchandising team on window design, store fixtures, and banners.
-Art directed the studio and lifestyle photoshoots. Mentored the designer on set while shooting on location.
-Alongside the copywriter and CD, developed and filmed the videos for paid and organic social media placements.
-Directed the national audio ads

Design System