FILM | SOCIAL | EXPERIENTIAL
Agency: GALE
Client: Cotton
Partner: Lisa Says Gah!
Role: Creative Direction, Art Direction
Holiday dinners come with turkey, pie, and the same questions every year: relationship status, career plans, life updates.
Cotton is known for comfort, even in uncomfortable situations. So instead of avoiding the questions, we answered them first.
I developed the idea and led the art direction for a series of limited-edition cotton tees with pre-written responses to the holiday Q&A.
Five tees. Five answers. A more comfortable way to handle the holidays.
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.
With 479 placements and strong influencer engagement, the collection turned
a relatable holiday tension into a widely shared cultural moment.
