Campaigns
Full fledged campaigns that involve both in-store and digital end-to-end executions. From full homepage takeovers, to beautiful store windows in our flagship locations, this is how we show you we’re celebrating something big.

Holiday 2025

Creative Director: Katya Kashalapov
Senior Art Directors: Sonny Gamboa, Krista Kuehn
Art Directors: Britt Hafford, Peter Cangialosi
Copy: Jill Memery, Peter Min
PM Support: Jacob Rogers
3D Rendering: Sirlancelot Animation Studio
Content Strategy: Cecile Kazmierczak, Ashley Plunkett
Production: Agency Spring

Digital

With the Holiday landing page, things can change at a moments notice; sets can sell out, a push needs to be made to increase sales in a category, a different story should be told as a reflex to huge social media response. The Holiday page needs to hold A LOT and it needs to be able to be swapped out instantly which requires an incredible amount of planning and a very specific style of design. With careful planning between design and strategy, we were able to complete our goal; a beautiful page that was easily functional, swappable, and could flex for any response needed.

Homepage

Landing Page Concept

In order to have complete flexibility, 78 standard size heroes and 35 tall heroes were created for use on both the homepage and landing page. They had to all be designed in a way that they would flow properly pulled onto either; not an easy feat when some are SKU based, some are lifestyle and some are a shoppable module! Below are a few samples of each of the 100+ modules created.

Tall Shoppable Heroes on the left; these are meant to display a wide variety of product. Each section is shoppable by clicking on the product. Homepage Lifestyle Heroes are on the right; these are designed to target specific audiences, such as mom, girls under 13, or smaller gifts.

Standard heroes were required to do a lot of lifting. On the left, we have a selection of our storytelling heroes. These were created in partnership with one of our fantastic render teams from sketches to tell whatever part of the Holiday 25 story we wanted to lead right into the page. In the middle, we have some of our 20+ exclusive heroes, which show off some of our sets we want to specifically push. On the right, we have our Multi-IP heroes. These displayed multiple skus covering multiple intellectual properties; no easy feat! Many of these required sets placed together that are of completely different sizes and dimensions. To achieve a look that appropriately displayed each size, I chose to play with forced perspective here. Some sets are right up against the camera, while others fade into the background. This way, we’re able to show that they’re very different in size, but still part of the same story.

Quicklinks

Quicklinks bring you right to our various categories. For Holiday ‘25, I created 72. Below are a sampling of some that we used both on the homepage and on our holiday landing page to further bring our shoppers on a journey.

Social and Display

A sampling of our work; we created over 300+ assets for display and social, including stories, animation, display banners, Google, Line and Kakao ads as well as specialized sets for localized markets.

Flagship

Though most of our flagship was handled beautifully by the incredibly talented Sonny Gamboa, I was tasked with creating our hoarding graphics to hide the animatronic and blow-molds that were being placed inside before we were ready to show them off. Hoarding graphics were placed on both our Leicester Square and 5th Avenue buildings.

In-Store

Final in-store execution was done by the very talented Peter Cangialosi, but I was part of concepting the store windows. Below are a few concepts, and then the final product. My suggestion of blow molded bows to make our vitrines look like gifts made it to the final execution.