Roles: Art Director

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Overview: 

I worked as art director on this yearly holiday eCard project, leading the creative concept and execution that was later adapted across multiple touchpoints including onboard signage, boutiques and social media. We collaborated with a British paper art influencer and a production company to film her process in creating a uniquely "Princess" design using paper quilling technique. I led the incorporation of hand-lettering techniques developed by our team to enhance the design and add a personal, artisanal touch. I guided the creative direction throughout, ensuring the project captured the elegance and festive spirit of the brand. The concept received buy-in not only from executives but also from multiple departments, ensuring alignment across the organization. The final assets delivered a cohesive, engaging experience that extended the holiday campaign across digital and physical channels.

ART DIRECTION