Balsam Hill Spring Campaign Art Direction
MY ROLE
Associate Creative Director, Brand Expression
SCOPE
Photo + Video Visual Narrative and Art Direction, Campaign Design Direction, Cross-functional Collaboration, Marketing Design Asset Planning, Homepage Graphics and Value Proposition Videos, Performance Marketing Ads, Emails, Social Media Graphics + Videos, Creative Project Management + Team Management
BACKGROUND
Balsam Hill, celebrated for its premium artificial Christmas trees, sought to diversify its offerings with a new line of faux florals. The campaign's launch coincided with the Covid-19 pandemic when people were largely confined to their homes. This timing presented a unique opportunity to showcase Balsam Hill's lifelike flowers as a way to enliven indoor spaces. By featuring these faux florals throughout various rooms, the campaign aimed to add vibrant colors and cheer to customers' daily lives while introducing Balsam Hill's new product range. From concept to design execution, I provided direction in all areas of the campaign: visual narrative, key visuals, campaign style, template designs.
