Reebok Holiday
To make the season bright, the holidays captures the the joy of movement & style. I oversaw and lead the creative from concept to final execution for all global marketing content for full-price and promotional activations for (onsite, CRM, and social). For 2022, the holiday campaign helped contribute to Reebok’s total target revenue of overachieving +128%.
Role: Creative Direction & Art Direction Lead
AD/Design by: Madison Francois, Design by: Kelsey Cole, Copy by: Allison Penn & Ohad Cohen, Produced by: Kayla McKenna, Production by: GLP, Photography by JJ Miller, Styling by Lydia Santangelo & Kim Teich, H&MU by: Alicia Dane
Creating a visual concept that aligns to brand DNA and product collections for the season
Reebok for years has built a community of fitness lovers and style icons. The creative captures the joy of sport and style through an ice skaters lens. When you step out onto the ice in Reebok, you should take center stage.
This project was a joint effort between global market leads, digital leads, and creative. I lead the creative from concept to final delivery through all marketing touch-points from digital to retail. With the help of my team we built over 650 assets that contributed to a 30% YOY increase in shopping visits and adding +10 million in US sales in Q4.
Using video to excite and create engagement on .com for the holidays.
Social
In past seasons, Reebok’s social channels did not have enough content to support brand and commerce during the holiday season. Knowing that holiday drives around $63 million in global net sales.
I lead the creative strategy to blend commerce and content to drive revenue for organic and paid social channels—Instagram, Facebook, and Twitter.
The creative content varied from product focused to lifestyle moments that aligned to Reebok’s brand pillars. I worked with global social leads and category managers to build a visual strategy for full-price and promotional activations to support key product initiatives during the season. As a result this created healthy traffic flow to Reebok.com and created cohesion for holiday globally.
