Mother's Day 2025

QIC Retail

2025

National Mother's Day campaign executed under the "Invite the Fun" seasonal platform, navigating a high-stakes retail window where Australian shoppers were forecast to spend over $1 billion.

CHALLENGE

Our successful 2024 stacked still-life approach had begun to surface across competitor campaigns. To protect brand distinctiveness, we needed to completely reinvent the format while building a system that could flex across diverse screen ratios and highly varied retail mixes.

SOLUTION

I led a shift into a modular vignette system where every single product lived in its own custom scene. Instead of traditional price tiers, the campaign was split by center profiles: "Lifestyle" centres with smaller, highly curated offers, and "Discovery" centres with deep category ranges. Whether showcasing a $17 drink pack or a $180 fragrance, storytelling drove the desire.

ROLE

As Associate Creative Director, I led the creative and structural pivot into the modular system, directing the stills and motion teams, guiding cross-team execution, and managing stakeholder approvals across the portfolio.

IMPACT

Proved that a campaign can be both creatively elevated and operationally efficient, creating a smarter, repeatable asset framework that unified stills and motion within a single creative world. The modular vignette system became the foundation for all subsequent seasonal campaigns.