Role: Creative concept, art direction, photo art direction
Make Your Season
Cricut 2021 Holiday Campaign
About the Project
The Make Your Season campaign was designed to drive Cricut’s brand awareness, holiday sales, and customer engagement by showcasing the endless possibilities of DIY holiday projects. The campaign aimed to keep Cricut top of mind globally, using promotions to encourage conversions. With an emphasis on inclusivity, the campaign resonated with crafters worldwide, regardless of their location or cultural background.
Audience Insight:
Targeting female crafters aged 30-60, the campaign spoke to a diverse, international audience passionate about creativity and personalization, highlighting Cricut’s adaptability for any season or holiday.
Creative Strategy: Make your season
The campaign emphasized Cricut’s ability to help users create personalized holiday experiences, regardless of the season. Featuring intricate 3D paper scenes crafted entirely with Cricut machines, the visuals showcased the product’s versatility while adding a handcrafted, dimensional touch.
Visual and Photography Direction:
Bright, joyful, and warm visuals brought the campaign to life through intricate 3D paper scenes representing global holiday environments. These tactile, stop-motion designs highlighted Cricut’s products as the centerpiece, evoking a festive spirit and engaging DIY enthusiasts worldwide.
Execution
International teams used the concept for their winter marketing events.
Cricut users started making and posting the 3D projects.
The gift guide email was featured on reallygoodemails.com
