For this campaign, I played a key role in the creative execution from concept through to global rollout, helping bring the Christmas Holiday Jewels collection to life through a cohesive and elevated visual narrative. My role spanned packaging artwork and sample approvals, along with developing the shot list, casting, styling and on-set shoot direction. I also created comprehensive global campaign and merchandising guidelines to support rollout across all touchpoints, including digital, print, in-store hotspots and visual merchandising. The result was a considered 360° campaign delivered seamlessly across markets.