Across this project, lead the creative execution from concept through to rollout, supporting the development of the Mother’s Day Circa collection into a cohesive and emotive offering. My work included packaging concept design and direction, finished art and sample approvals across the collection. Played a key role in the campaign production through shot list creation, casting, styling and on-set shoot direction, and developed campaign books and merchandising guidelines to support rollout across digital, print, global in-store hotspots and visual merchandising. The result was a unified campaign delivered consistently across markets.