Joy to the wool : Holiday campaign

A holiday campaign centered on Smartwool's most giftable products, designed to showcase the breadth of the assortment through clean, elevated studio imagery. The goal was to create a flexible visual system that could support a wide range of seasonal marketing needs while maintaining a premium and distinctly Smartwool point of view.

I led the creative development and art direction, establishing the concept, visual framework, styling approach, and shot list that shaped the final campaign and broader asset ecosystem.