Overview
Client: Everyman
Role: Art Direction, Campaign Concept
Year: 2024–2025
Scope: Campaign identity, packaging, digital, motion, experiential
Role: Art Direction, Campaign Concept
Year: 2024–2025
Scope: Campaign identity, packaging, digital, motion, experiential
Outcome
A single creative device scaled across hundreds of thousands of products and evolved into a recurring seasonal brand asset.
The Brief
Develop a Christmas campaign that could scale across physical and digital touch points - from seasonal packaging to social content - while still retaining the Everyman brand.
The Idea
The chosen concept centred on a single, versatile device: a red ribbon. Simple, adaptable, and emotionally resonant, it connected multiple strands of the brand - Everyman’s red velvet sofas, the visual language of Love Actually, and the warmth and cohesion of the festive season.
The ribbon became a symbol of wrapping, gifting, and togetherness.
The Work
I created a flexible campaign system built around the ribbon, applied across: Seasonal popcorn packaging at scale, social and digital campaign assets, photography and animation.
On packaging, the ribbon formed looping typography spelling Love Is All Around. It featured physically in photoshoots, animated across digital channels, and paired with Audrey Hepburn imagery to reinforce the tone of membership and gifting.
In 2025, the concept returned, evolving into a tactile velvet ribbon used across gift cards, digital campaigns, and large-scale venue installations such as Screen on the Green. Motion was refined to preserve texture while introducing gentle movement, maintaining continuity across platforms.
The Impact
What began as a single concept became a unifying seasonal asset - deployed across hundreds of thousands of products and touch points over multiple years. The campaign established a recognisable Christmas visual language for Everyman, strengthening brand consistency across physical, digital, and experiential channels. Its popularity and clarity led to the concept being revived and evolved the following year at senior stakeholder request.
