For Zulily, we created a series of short social videos demonstrating how to make Christmas cookies for the holidays. I led the creative team in designing a playful and approachable visual style that highlighted each step of the process, making it easy for viewers to follow along. The content was crafted to feel festive, shareable, and engaging, bringing warmth and holiday spirit to Zulily’s audience while encouraging interaction and participation.
Art Direction: JP Flores Producer: Courtney Garrison Videography: Christopher Tack Styling: Anjuli Martin Video Editing: Lauren Fatzinger Graphic Design: Carey Richards Copywriter: Paige Clifton-Steele
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Question
How can we inspire kids to celebrate their individuality and spark excitement for those just beginning their own journey in dance?
Exploration
We began by exploring a range of ideas for how to tell a story about dance that felt authentic and engaging. Rather than focusing on technique or performance, we landed on a storytelling approach—using the real experiences of two young dancers to express what dance means to them. Filmed at Seattle’s Velocity Dance Center, the setting provided a natural energy and character that supported this more personal narrative.
Expression
I led the creative team in capturing their stories on video and in imagery. Typography and design were thoughtfully integrated to enhance the narrative, highlighting each dancer’s personality and performance. By grounding the campaign in the authentic experiences of these two dancers at different stages of their journey, we created content that resonates with young dancers and their families.
Meaning
This campaign celebrates the joy of dance and the individuality of each child’s journey. By sharing authentic stories, it inspires kids and families to embrace self-expression and encourages those just beginning their journey in dance.
Campaign “Love For Dance” for zulily Art Director: JP Flores Photo/Video: Laura Gehring Stylist: Devon Herling Video Editor: Lauren Fatzinger Graphic Designer: Steven Oelrich Copy writers: Heather Logue, Sabrina Son, Sadie Adams
