2020 Holiday Campaign
Concept development | Art Direction | Illustration | Branding | Production
For this campaign, I conceptualized and executed the art direction. I created the knitted pattern and the woven illustrations and patterns throughout. I created templates for the design team to utilize, creating pattern files and guidelines to follow, and reviewed assets created by the team.
This campaign focused on leaning into diversifying what the holiday season looks like. I expanded on the typical holiday shapes (snowflakes, snowmen, candy canes, etc.) by researching what other countries decorate with during this season.
It was important for me to include the Filipino parol to offer representation to my culture and heritage, and to help normalize using diverse options for holiday decorations and illustrations. Christmas time is a special time for everyone in the Philippines, and I wanted to make sure that was represented in even the slightest way.
