NYTimes Mother's Day
MAY 2016
OBJECTIVE Creative direction for our Mother's Day campaign, to be applied across all our marketing creative collaterals. To target a newer, younger, female demographic.
CONCEPT Evoke nostalgic memories with a retro look & feel, but overlapping minimal, modern elements in the form of simple lines, natural shapes, bright pastels and a luxe overall aesthetic. Going down a route of mid-century modern design, while keeping inline with the Store's overall theme of 'The Best Gifts Tell a Story.'
ROLE Creative Direction, Art Direction, Product Styling, Design
Live Article Here
![](https://freight.cargo.site/t/original/i/97d397a17219d35e079b7db80c898c45b65364b4e8d5416e876f6f1522061958/mothers-day-1.jpg)
![](https://freight.cargo.site/t/original/i/766ffbba96a94b51854f83d4d388b470f528f727878c0ee891e8d17929082519/mothers-day-2.jpg)
SELECT PHOTOGRAPHY
![](https://freight.cargo.site/t/original/i/add4ef5cd142f2959b8f4a548c2c3f4518b63840b5614b445ab78454497aaf23/mothers-day-3.jpg)
![](https://freight.cargo.site/t/original/i/74c1e9cd05dc2559e5cfaa7aa8b832d2f45bd763fb31afe9065f769f08c7a592/mothers-day-4.jpg)
![](https://freight.cargo.site/t/original/i/e1a5000d514e5b5a9664eaf7a8a0df964f256d2cdfca1f4b7a499b7a7782406b/mothers-day-5.jpg)
![](https://freight.cargo.site/t/original/i/bee5b098565a032a79a8be4709b816c7fccc96c74fbecce41adbe21c767198e4/mothers-day-6.jpg)
![](https://freight.cargo.site/t/original/i/862a3405c9f459a720e30737829d137b69e8dca8b546f7d68b4af2d23749e8c7/mothers-day-7.jpg)
![](https://freight.cargo.site/t/original/i/197b3da23f9b8757d017314f9590172037de4fc8830c131317ba306fc5876792/mothers-day-8.jpg)
![](https://freight.cargo.site/t/original/i/bdb46274eb58288f10d45bca7d0a2e85daff01f1e4f3976825f0b69952a6dd5d/mothers-day-10.jpg)
PRINT DESIGN
![](https://freight.cargo.site/t/original/i/4263ef7077ccf31af73f92e300a89bcebb2cdc3f4f99af945603f0a8d8a9461f/DirectorsInsert_4-24-16_2pages_v5-1.jpg)
DIGITAL ADS
![](https://freight.cargo.site/t/original/i/372a6389c95315e963e3d2773b146e3faa68c1ed9726962e30930958f941bcab/mockup_billboard_v2.jpg)
![](https://freight.cargo.site/t/original/i/5f25ba549a9a6224008a4c35cc1c012128ef83a6ed3332d282a963ee07f4d58e/mockup.jpg)
EMAIL MARKETING
![](https://freight.cargo.site/t/original/i/98968b61ef479eaa282814bde6667aee889fe7104b3d3620aab10bb4a61b0025/Email_4-26-15_Mock.jpg)