Seasonal Campaigns
Brief
This holiday campaign for Paris Baguette promoted seasonal cakes and beverages while reinforcing the brand value of spreading joy and celebration during the holiday season.
Concept & Direction
Inspired by the ritual of gifting, the campaign centered on the concept of “Unwrapping Joy,” transforming each cake into a gift-like experience. A cohesive visual system utilized Paris Baguette’s signature red ribbon across packaging, photography, signage, and digital assets to create a playful yet elevated holiday identity.
The cake boxes resemble wrapped presents through the use of plaid patterns in the brand’s signature blue, finished with ribbons and branded hang tags. This creative direction extended across prop styling, set design, photography, and video to ensure the campaign felt immersive and visually cohesive throughout production.
Creative Direction • Campaign Development • Prop Styling
Emails
Created holiday promotional emails to maintain continuity throughout the guest experience, ensuring visual alignment with the broader campaign.
Integrated Marketing
In addition to the primary campaign assets, franchisees had the option to purchase supplemental marketing materials to support local sales efforts. These materials were designed to seamlessly integrate with the overall campaign aesthetic and included flyers, coupons, and Meta ads.
Paid Media
Designed paid media assets across digital, streaming, and out-of-home platforms, including Google Ads, Hulu commercials, and Times Square billboards, ensuring cohesive campaign branding across platforms.
