It Takes a Village: Holiday 2025
The creative concept: a miniature holiday village.
My job: bringing it to life in words.
I developed campaign and packaging copy around the art director’s concept, from the primary headline “The Best Gifts in Town” to individual storefront identities, using playful language and category-specific wordplay to give each gift set its own personality.
External-facing campaign description:
Step into an enchanting holiday scene, where nine tiny storefronts form a charming miniature village.
Come closer and take a peek into the windows, where Paul Mitchell and Tea Tree products are proudly on display.
Welcome to our holiday village, where we celebrate great hair, community and festive fun.
Each gift set became its own storefront, with a name, address and category-specific product story—plus a shared “It Takes a Village” message across the collection.
Message celebrating community celebrated the brand's history as a family business and spoke to two groups of customers: salon professinals (ie, local businesses) and retail customers craving connection during the holidays.