No Bad Gifts For Good People

A holiday campaign built around Smartwool's Community Collective, featuring athletes, advocates, and friends of the brand sharing the products they genuinely love and recommend. Through bold winter color palettes, expressive portraiture, and product-focused storytelling, the campaign brought together community and gifting in a way that felt playful, credible, and distinctly Smartwool.

I led the cross-channel execution of the campaign, translating the creative platform into a scalable system of assets across e-commerce, email, paid media, social, and wholesale channels. Working within an established campaign framework, I adapted and expanded the visual language across touchpoints to create a cohesive and impactful brand experience throughout the holiday season.