Holiday Outlook Campaign

Creative Direction, Art Direction, Set Design, Multi-Channel Production

Led creative strategy and hands-on production for PwC’s Holiday Outlook campaign, a global retail industry report and guide. Tasked with translating survey data into compelling, shareable content under tight budget constraints, I developed three vignettes highlighting distinct customer personas as the focal point for a multi-asset campaign.

Concepted and built the sets from scratch using canvas, cardboard, and paper, painting in a black-and-white line drawing style that allowed products to pop with vibrant color while respecting budget limitations and independence guidelines. Designed and executed a hero video for the web, along with multiple social-first assets optimized for engagement and shareability.

Oversaw all aspects of production — set design, art direction, videography, and post-production — ensuring visual consistency, brand alignment, and a playful yet strategic storytelling approach. The campaign drove significant engagement, generating high impressions, leads, and report downloads, while demonstrating innovative, resourceful, and cost-effective creative execution.