Role: Concept, Art Direction, Production Design

Homemade for the Holidays

Cricut 2020 Holiday Campaign

About the Project:
Cricut, a leader in DIY crafting technology, empowers users to create personalized projects with its smart cutting machines. The Holiday 2020 Campaign, "Homemade for the Holidays," launched during the COVID-19 pandemic, tapped into the growing trend of homemade gifts and DIY traditions. The campaign featured a DIY lookbook and nine video tutorials, offering comfort and creativity during a socially distanced holiday season. It resonated deeply, driving Cricut’s holiday sales and garnering 10 million video views.

Creative Strategy:
The campaign focused on emotional storytelling and personalized, handmade gifts, encouraging users to find joy in creating for loved ones. Cozy, nostalgic tones evoked comfort, aligning with the era’s need for connection through creativity.

Photography and Visual Direction:
Rich, homey visuals featuring dark green tones, vibrant projects, and warm lighting created a cozy, handmade aesthetic. The imagery balanced product-focused shots for sales with engaging DIY content for social media, maintaining a cohesive and inviting feel throughout the campaign.