For PXG’s holiday campaign, we reimagined the advent calendar as a gifting experience. Each day, over the course of 18 days, we opened a gift box to reveal a diorama that paired product with emotion. Through TV, social, email and a custom landing page, we reframed a typical product-first campaign into an engaging and ongoing story about spreading holiday cheer.

I led creative direction across the full campaign — TVC, digital and print — art directing 3D artists, photographers and designers as well as contributing my own custom illustrations for each box.

Creative Direction | Art Direction | Illustration