As Director, Creative and Production at Hudson’s Bay, I led a 15-person creative team to develop impactful, on-brand campaigns across owned and paid channels.
ACD: Juan Ariado
Motion Design: Evgenia Krichanovskaya
Copywriting: Randi Bergman, Ciara Koth, Andrew Pigott
Photography: Mark Schultz
Motion Design: Evgenia Krichanovskaya
Copywriting: Randi Bergman, Ciara Koth, Andrew Pigott
Photography: Mark Schultz
Your Home for the Holiday was Hudson’s Bay 2024 seasonal campaign, bringing the customer into a winter wonderland. The title was meant to feel familiar, while also suggesting that Hudson’s Bay has everything you need for holiday gifting. Highlights included the limitied-edition beauty calendar, designed to honour the heritage of the Queen Street location.
The Finally, Fall campaign was a transition from summer’s slow days to a busier routine, highlighting the excitement of fall festivities and the stability to manage it all smoothly. We utilized “drapescape” backdrops, projected with fall sky imagery as a framing device for products. Lighting within our photography utilized a “golden hour” aesthetic to further empasize cozy fall days.
The Everyday Edit is Hudson’s Bay Key Value Item (KVI) program. The collection includes timeless essentials always offered at an affordable price. The overall approach to creative is straight to the point, but never boring. Highlights the textures and details, the quality of products shine through. The tone expresses a direct communication style that’s engaging and cuts through the noise.
Zellers Back to School visuals were developed to engage parents with a palyful, colourful aesthetic. Animated GIFs were shot in-house and utilized on social and owned channels.
