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HOLIDAY CAMPAIGN
YEAR
2024
52 Page Brochure
B2C Gatefold
B2B Postcards
Art Direction and Planning
Digital and Social Media Campaign Art Direction and Collaboration
DELIVERABLES
PROJECT DESCRIPTION
Stuller, Inc., the worldwide industry-leading fine jewelry manufacturer and supplier, promotes the Holiday season as the largest selling period for fine jewelry. As the lead graphic designer on this campaign, I prompted a creative session to create mood-boards, presented the different mood-board options to over 50 individuals in the company, designed multiple cohesive print pieces to be mailed out to customers and live online on Stuller.com, and art directed the photography, videography, social media, and other digital elements of the 13 week campaign.
Each year, Stuller's marketing team collaborates to create three distinct mood board options to present to the business units for the creative direction of this campaign. My role as the creative lead was to kick off a marketing creative session with different prompts in order to build mood boards, which I then digitize and present to a group comprising of 50+ individuals across the company. These mood boards showcase a photography direction with potential props, lighting, product shot inspiration, and model pose inspiration, as well as a story that will direct the copywriting element of the campaign. The chosen mood board, which was put together by the creative team I led, is shown below.
ART DIRECTION AND PLANNING
MOOD-BOARD
The Holiday brochure is the largest creative print piece that Stuller puts out each year, mailing about 20,000 copies to customers worldwide. After the creative was approved to move forward, I designed a mockup layout of the brochure. This provided a clear direction for Stuller's in-house photographers to take model and product photography for the brochure. 57 new images were taken to be used in the brochure as well as on Stuller.com for a new asset page, 20 site banners, 8 campaign emails, 3 blog posts, 40 digital ads, and part of a social media campaign across multiple platforms.
To view a flip book version of the full brochure layout that lives on the Stuller.com asset page, click here.
52 PAGE BROCHURE
In addition to the 52 page brochure, I designed two holiday postcards to send out to customers during the holiday season and one B2C gatefold for customers to use in-store. I used pick-up imagery taken for the brochure to ensure a cohesive campaign feel.
ADDITIONAL PRINT COLLATERAL
GATEFOLD
HOLIDAY POSTCARDS
At the same time photography was being taken, I collaborated with Stuller's videography and social media teams to capture additional videography content that coordinated with the brochure visuals and product. The social media campaign comprised of 264 posts over different platforms, such as Instagram, TikTok, Facebook, and YouTube, resulting in a follower growth of 1,663 accounts.
Some of the top-performing posts are shown below. Find @stullerinc on social media to see more of the campaign and how the content was used.
SOCIAL MEDIA CAMPAIGN ART DIRECTION
In addition to the in-studio video shoots our team does alongside photography, marketing also leads an off-site video shoot for the holiday campaign to provide additional assets to our customers for B2C promotion, as well as use for our own promotion. I collaborated with the lead videographer to conceptualize a story direction that spoke to a different element of gift-giving during the holiday seasons towards a different target audience. I found and proposed the location of the off-site shoot, as well as art chose the models, their clothing, and their hair/makeup.
Find @stullerinc on social media to see more of the videos and how they were used with the rest of the campaign.
OFF-SITE VIDEO SHOOT ART DIRECTION
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