Father’s Day Campaign 2018
Marketing Campaign | Art Direction | Photographic Styling | UI/UX
CLIENT
The Grommet is an e-commerce platform that launches undiscovered products and supports small businesses.
BRIEF
Come see what we found is a creative concept originally developed by NAIL agency to tap into people’s curiosity and love of surprise. It had been used in several earlier campaigns and featured mysterious wrapped gifts as the central visual. For the 2018 Father’s Day campaign, I was tasked with evolving the concept—adding a fresh twist while keeping the core idea intact. As art director and graphic designer, I was responsible for reimagining the visual approach and producing all deliverables.
SOLUTION
I introduced a human element by incorporating models holding wrapped gifts behind their backs—ready to surprise dad. This added warmth and a sense of storytelling while still keeping the focus on the gifts. To strike the right balance, I used bold, colorful wrapping paper paired with neutral backgrounds and outfits. Cropping the images to hide the models’ faces kept the attention on the gifts and made the visuals more adaptable for layouts with tight copy space.
With a limited budget, we kept production scrappy—wrapping the gifts ourselves and photographing coworkers and friends as stand-ins for professional models.
OUTCOME
A visually engaging Father’s Day campaign that breathed new life into an established concept—balancing surprise, emotion, and practicality in execution.
ROLE
Art Director/Graphic Designer
TOOLS
Photoshop, Illustrator, InDesign
DELIVERABLES
Campaign imagery
Landing page
Marketing emails
Display ads
Social media assets
Print catalog
Photographer: Tim Renzy
Copywriter: Christine Wright
Partners: NAIL Agency
Client: The Grommet
PRINT CATALOG COVER