P&G Holiday

Client: Procter & Gamble
Brands: Swiffer, Febreze, Mr. Clean, Bounty
Role: Concept Creator, Art Director
Deliverables: Seasonal key visual, digital display, in-store signage, ecommerce content

The Challenge

Holiday prep often comes with pressure. P&G wanted to shift the narrative, away from perfection and toward peace of mind. The goal: create a campaign that made consumers feel seen, supported, and ready to take on the season with ease.

The Concept

I developed the “Simplify the Season” design around a single insight: a clean, welcoming home sets the stage for meaningful connection. The concept positioned P&G’s trusted homecare brands as reassuring partners in getting holiday-ready, not just with function, but with emotional resonance.

The campaign leaned into soft, natural light, calming neutrals, and modern editorial styling to create a look that felt fresh, grounded, and quietly aspirational, something any host could relate to.

My Role

Working from the strategic brief to shift holiday messaging from perfection to peace of mind, I led creative development from concept through rollout:

Created the hero visual showcasing a lived-in, beautifully prepared space, clean, inviting, and filled with subtle seasonal cues

Art directed product placement to feel natural and intentional, showing how each brand contributes to the bigger story of holiday preparation

Oversaw creative adaptation across:

In-store: endcaps, shelf signage

Digital: paid media, email, and display

Ecommerce: landing pages, hero imagery, PDP modules

Outcome

The campaign was deployed across major retailers including Walmart, Amazon, and Kroger. Its soft, lifestyle-first tone helped differentiate P&G’s messaging during a typically noisy season, and served as a repeatable creative framework for future seasonal activations.