You Know Them. We Know Gifting.
A festive campaign celebrating the people who mean the most, and the gifts and memories you treasure at Christmas. With over 50 years of gifting heritage, Molton Brown treats gifting as an art form — a thoughtful expression of knowing someone well, shaped through everyday moments as much as the big ones. Friends of Molton Brown are paired with a chosen loved one, capturing genuine relationship moments and the gifts that resonate with them personally.
Create a social-first Christmas campaign built to convert at peak, tying the creative back to the limited-edition packaging design and building on last year’s gifting platform by bringing influencers into the storytelling.
Challenge
Set the creative vision and platform system for Christmas 2025, defining the core idea, messaging hierarchy, and the rules that kept execution consistent from brand film through to retail.
Led cross-functional alignment across brand, e-comm and retail to balance emotional storytelling with conversion needs across the full funnel.
Directed the campaign world and craft standards, creating an elevated festive language with warm, tactile, restrained cues and an ownable framing device that unified people and product storytelling.
Built a scalable asset framework for high-volume rollout, defining modular layouts and cutdown logic to protect quality while moving fast across touchpoints.
My Role & Approach
