Tuft & Needle
Sweet Dreams Campaign
creative direction — digital — social — retail
In 2020, I led the creative direction of a Tuft & Needle promo campaign. The campaign wasn’t tied to a specific product category or holiday, so I proposed we test the performance of a campaign that illustrates the benefits of our products rather than the products themselves.
The campaign featured people sleeping soundly with visions of sugar plums dancing in their heads. I led the model casting, color palette, and prop design. We captured photos and videos to use across our website, social, email, display, and retail.
Homepage hero + sidekick module
Homepage hero + sidekick module
1080x1080 paid social
1080x1080 paid social
1080x1080 paid social
1080x1080 paid social
1080x1080 paid social
Product Recommendation email
National Dessert Day email
1200x628 paid social
1200x628 paid social
1200x628 paid social
Enormous video ad placement in mall atrium
Retail signage in a Tuft & Needle store
Postcard for a partnership with a local bakery
Retail signage for Tuft & Needle stores
BTS for organic social
BTS for organic social
BTS for organic social
BTS for organic social
