10
Something for every Mum
2024
Traditional gifting visuals frequently blend into the promotional noise of saturated retail environments. The campaign needed to support retailers across every budget tier while establishing a distinct, design-led aesthetic that felt personal rather than prescriptive.
Built on the reality that modern mothers are multifaceted, we structured a tiered gifting system (Under $50 / $50–$150 / Luxury) and art-directed a bold, still-life world using sculptural props, gradients, and playful compositions. This positioned the merchandise as an editorial story rather than a product catalogue.
As Associate Creative Director, I translated the seasonal platform into a dedicated gifting campaign, curating product selection, directing stills and motion, and overseeing the national rollout across the centre network.
Balanced emotional appeal with strict retail legibility, creating a contemporary visual benchmark that successfully drove traffic and protected QIC's creative leadership in the category.
