cheryl’s WHIMSICAL holiday 2021 seasonal cAMPAIGN

Concept Development, Art Direction, Photo Direction

During my time at Cheryl’s Cookies I was the lead creative for all seasonal campaigns and merchandise. I developed all of the concepts including the mood board with color, typography, photography and art direction. Once the mood boards were completed and approved by the internal team, I would design some of the collections and give others to an external illustrator to complete. I was the point person for the external illustrator and managed all of her projects. That included managing timelines, and providing art direction and feedback from the team.

This Easter collection is one example of a project that I art directed with external illustrator, Robin Moro. The concept for the collection was “The Bunny Patch.” I was inspired by a garden theme with classic Easter characters in a storybook style. The collection included a bunny and his chick friends tending to the garden, a brightly colored stitched Easter plaid, and watercolor Easter eggs.

After the design work was completed, I led the production phase including releasing final artwork and approving proofs. I also provided direction for the seasonal photoshoot for the campaign.