Branded Content, Creative Direction, Design Management ◌ 2021
The Virtual Holiday Village was a tentpole campaign with branded content integration. It was multi-platform with both organic and paid social media promotion, as well as additional native promotion on theSkimm’s newsletters and products, which all led the user to either a landing page with shoppable guides featuring custom photography and a link to the VR store, or to the virtual store itself. The biggest branded content partner for the Holiday Village was Saks OFF 5TH, who sponsored one of the shops in the VR store. My role was the creative direction and management of the entire experience.
View the landing page here. (VR experience is no longer live)
◌ Digiday Content Marketing Award for Best Use of Native Advertising/Sponsored Content
◌ Skimlinks CAPS Award for Best Holiday Campaign
Design lead: Dan Giunta
Photography art direction: Lindsay Lange
Photography: Brittany Sturrett