Holiday '25 reimagined seasonal gifting through the lens of joy, discovery, and connection. Built across product, retail, digital, PR, and experiential channels, the campaign translated a longstanding brand tradition into a contemporary holiday experience designed to resonate across markets and consumer touchpoints.
Holiday '25 reimagined seasonal gifting through the lens of joy, discovery, and connection. Built across product, retail, digital, PR, and experiential channels, the campaign translated a longstanding brand tradition into a contemporary holiday experience designed to resonate across markets and consumer touchpoints.
unwrapping joy
unwrapping joy
Creating collectible products and gifting moments designed to spark anticipation, delight, and discovery.
Led product development and campaign planning across Holiday '25, helping shape an assortment that balanced novelty, collectability, and luxury gifting traditions.
Creating collectible products and gifting moments designed to spark anticipation, delight, and discovery.
Led product development and campaign planning across Holiday ‘25, helping shape an assortment that balanced novelty, collectability, and luxury gifting traditions.
THE LAUNCH
THE LAUNCH
Building a visual universe that extended across retail, digital, social, PR, and experiential touchpoints.
Partnered across creative, product, retail, and communications teams to translate the campaign vision into a cohesive holiday ecosystem.
Building a visual universe that extended across retail, digital, social, PR, and experiential touchpoints.
Partnered across creative, product, retail, and communications teams to translate the campaign vision into a cohesive holiday ecosystem.
Coordinating timelines, assets, stakeholders, and rollout across global markets.
Supported global launch planning, asset development, and execution across multiple channels and regions, ensuring consistency throughout the consumer journey.
Coordinating timelines, assets, stakeholders, and rollout across global markets.
Supported global launch planning, asset development, and execution across multiple channels and regions, ensuring consistency throughout the consumer journey.
PLANNING
developed global launch calendar and aligned key milestones across all teams
managed asset creation across photo, video, packaging, and in-store touchpoints.
executed across retail, e-commerce, and regions with local adaptations and activations
collaborated with internal and external partners to ensure a cohesive launch
PRODUCTION
ROLL OUT
PARTNERSHIPS
SHARING JOY
SHARING JOY
Transforming a seasonal business moment into a culturally resonant brand experience.
Joy Unwrapped was designed to create moments of connection, celebration, and discovery throughout the season. By integrating product, storytelling, retail, and experience, the campaign translated a longstanding holiday tradition into a modern expression of generosity and joy.
Transforming a seasonal business moment into a culturally resonant brand experience.
Joy Unwrapped was designed to create moments of connection, celebration, and discovery throughout the season. By integrating product, storytelling, retail, and experience, the campaign translated a longstanding holiday tradition into a modern expression of generosity and joy.
Creative Direction — Matthew Parr, David Ragsdale
Production Company: Block Productions
Director: Lacey
Editor: Kate Owen, Cutters
Audio Mixer: Logan Vines, Another Country
Motion GFX & Animation: Matt Trudell, Flavor
Creative Direction — Matthew Parr, David Ragsdale
Production Company: Block Productions
Director: Lacey
Editor: Kate Owen, Cutters
Audio Mixer: Logan Vines, Another Country
Motion GFX & Animation: Matt Trudell, Flavor