2022 Holiday campaign for Rothy’s, the brand’s highest-volume commercial season. As Lead Art Director, I translated the business strategy of owning gifting into a cohesive 360° creative direction centered around covetable newness, highly shoppable experiences, and compelling offers.
Creatively, we leaned into gifting through vibrant imagery, color profusion, and an abundant, product-forward approach. I led the development of a flexible visual system spanning lifestyle photography, gift guides, digital, email, social, paid media, direct mail, and retail—creating distinct creative moments for key holiday launches while maintaining a cohesive seasonal story.
Role: Art Direction & Design
Art Direction: Gretchen Rohers
Creative Direction: Caroline Reece
Photography: Clayton Cottrell
