Role: Creative concept, art direction, photo art direction

Make Your Season

Cricut 2022-2024 Evergreen Campaign

About the Project
Cricut, a creative technology company, empowers people to craft personalized DIY projects with smart cutting machines and design software.

The Make Your Season campaign launched in 2021 to boost brand awareness through seasonal paper installations. Its success led to yearly evolutions through 2024, shifting focus in 2022 to personalized DIY projects for heartfelt holiday touches. We refined the photo direction to create warm, lived-in settings, maintaining visual continuity while keeping the campaign fresh and engaging across multiple years.

Audience Insight:
The campaign targeted female crafters aged 30-60, focusing on creativity, personal expression, and meaningful holiday traditions.

Creative Strategy: Make your season
The messaging focused on the personal nature of the holidays and how Cricut’s tools empower users to add that special touch to every tradition.

Tagline: Make your season personal. Make your season special. Make your season yours.
With a growing focus on personalization, we demonstrated how Cricut could be used to create everything from custom doormats and throw pillows to uniquely designed gifts. Whether for Christmas, Diwali, or Hanukkah, Cricut provided the tools to make each holiday celebration feel distinct and memorable.

Visual and Photography Direction:
The Make Your Season campaign evolved each year to stay fresh yet cohesive, shifting from stylized to realistic based on feedback.

2022: Monochromatic, vibrant sets highlighted Cricut’s versatility in creating sophisticated holiday projects.

2023: A blend of stylized and realistic elements bridged the gap, balancing aspirational design with relatable, lived-in spaces.

2024: Fully transitioned to real home settings, creating inviting, authentic scenes that integrated Cricut products into real holiday traditions.

This evolution maintained a unified brand experience while making the visuals increasingly relatable and true to life.