Holiday Ad
Final
Challenge
The Paper and Packaging Board (P+PB) wanted to extend its national campaign into the holiday season, showing how paper remains essential in daily life. The brief called for a fresh approach—something that captured warmth and authenticity without leaning on predictable holiday tropes.
The Paper and Packaging Board (P+PB) wanted to extend its national campaign into the holiday season, showing how paper remains essential in daily life. The brief called for a fresh approach—something that captured warmth and authenticity without leaning on predictable holiday tropes.
Approach
As lead creative on design, I directed the visual concept and story flow for the vignette. The piece centered on quiet, human moments where paper connects people—handwritten notes, wrapped gifts, and shared traditions. The design language carried the brand’s tone of simplicity and sincerity, supported by cohesive typography, color, and pacing that unified the campaign’s message.
As lead creative on design, I directed the visual concept and story flow for the vignette. The piece centered on quiet, human moments where paper connects people—handwritten notes, wrapped gifts, and shared traditions. The design language carried the brand’s tone of simplicity and sincerity, supported by cohesive typography, color, and pacing that unified the campaign’s message.
Outcome
The vignette strengthened P+PB’s presence during a competitive retail season and deepened emotional connection with its audience. The work extended campaign visibility across digital and broadcast channels while reinforcing paper’s role as both everyday utility and emotional touchpoint.
The vignette strengthened P+PB’s presence during a competitive retail season and deepened emotional connection with its audience. The work extended campaign visibility across digital and broadcast channels while reinforcing paper’s role as both everyday utility and emotional touchpoint.
Comp
Holiday Vignette
Storyboard
Model Sheet
By creating a model sheet of existing poses of the characters, I was able to storyboard many ideas quickly.
Agency: Manifest
Role: Associate Creative Director
Role: Associate Creative Director
