FILM | SOCIAL | EXPERIENTIAL
Agency: GALE
Client: Cotton
Partner: Lisa Says Gah!
Role: Creative Direction, Art Direction
The holidays turn the dinner table into an interrogation. Relationship status, career plans, life updates. Nothing is off limits.
Cotton needed to make comfort and breathability feel culturally relevant to a younger, fashion-forward audience.
So we partnered with Lisa Says Gah to create Holiday Announcement Tees, five limited-edition 100% cotton shirts designed to answer the questions before they were asked.
From concept through art direction, I led the project across product and campaign.
From concept through art direction, I led the project across the collection and campaign, shaping the visual world, tone and execution from product to content.
Five tees. Five answers. One less thing to explain at dinner.
RESULTS
RESULTS
The idea earned its way into culture, with coverage in CNN, Yahoo, and Fashionista.
The campaign generated over 508M impressions, including nearly 500M in earned media and 222K+ in organic media.
With 479 placements and strong influencer engagement, the collection turned
a relatable holiday tension into a widely shared cultural moment.
