Multi-Collection Holiday Campaign

2024 - 2025 Seasons

THYMES

Decorated wooden table with lit candles, books, holiday-themed decor, and wrapped presents in a cozy Christmas setting.

Holiday represents Thymes’ most commercially critical season—anchored by its iconic Frasier Fir fragrance and expansive seasonal assortment.

As part of a cross-functional creative and marketing team, I served as a senior creative lead across the 2024–2025 Holiday program—supporting art direction, visual strategy, and production planning across 12 collections and 140+ SKUs.

The campaign needed to scale across two key business initiatives:

  • Wholesale Early Buy-In (B2B): Pre-season retailer engagement to drive sell-in and inform production.

  • In-Season Marketing (B2C): Full-funnel storytelling across ecommerce, Amazon, social, paid media, and national TV.

Role: Senior Creative Lead – Campaign Art Direction & Video Development

Creative Strategy

In partnership with Brand Marketing and Product Development, we developed an elevated holiday visual direction rooted in tradition, sensory memory, and natural botanical heritage.

For Frasier Fir, I helped shape and art direct a cinematic video system that captured the emotional warmth of gathering and the nostalgia of scent memory—designed to flex across multiple formats and placements.

The hero video was structured modularly to scale across:

  • Hallmark Channel placements

  • Social cutdowns + paid media

  • Amazon Storefront + PDP enhancements

  • Ecommerce homepage + email

Execution

Collaborated closely with production, product development and marketing partners to guide visual cohesion across photography and video assets.

Contributed to production planning, on-set art direction, and cross-channel rollout, ensuring the creative system translated consistently across both wholesale and in-season needs.

Supported development of:

  • Hero cinematic video + modular cutdowns

  • Photography asset library

  • Social + paid media content

  • Ecommerce + email marketing

  • Wholesale selling tools

  • Collection-specific visual identity systems

A decorated Christmas corner with a Christmas tree, wrapped gifts, candle lanterns, and ornaments arranged around a wooden chair and on the floor.
Close-up of two lit candles in metallic and ceramic holders on a wooden surface with a blurred background.
A wooden table decorated with pumpkin-themed candles, reed diffusers, and pumpkins, with autumn leaves overhead in a cozy indoor setting.
Hand holding a champagne bottle with a gold foil cap, surrounded by holiday gift bags, wrapped presents, and Christmas-themed decorations.
A decorated Christmas tree with ornaments and lights next to a staircase adorned with candles and greenery.