Creative strategy, art direction and design for Laced's 2023 Christmas campaign for social, CRM, ECOM and OOH across 15 billboards at major London underground stations including Oxford Street and Covent Garden. The strategy focussed on the idea of gift giving and the different stages in that process during the holiday season. Campaign imagery centred on "choosing the gift", "wrapping the gift", "giving the gift" and "enjoying the gift" with the use of both still life and talent focussed shots used throughout.
AI was used throughout the campaign to see the talent enjoying the presents in a snowy landscape, whilst luxury props and styling were used to match. Anonymity was labelled a priority to focus entirely on the product and the act of giving in of itself.
- Art Direction
- Design for Print