HUDSON’S BAY | 2025
Hudson’s Bay’s national Back to School campaign repositioned the retailer as Canada’s one-stop shopping destination for students at every life stage—elementary, high school, and university. Rooted in cultural insight and the resurgence of Y2K nostalgia, the campaign blended trend-forward youth appeal with value-driven parent messaging through bold visuals, playful “gameified” language, and a scalable digital-first design system. The omnichannel rollout spanned paid, owned, social, e-commerce, and full in-store takeovers, including a flagship window installation at Toronto’s iconic Queen Street location—reinforcing Hudson’s Bay as a relevant, style-led authority in the back-to-school space.
BACK TO SCHOOL SEASONAL CAMPAIGN
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Creative lead on campaign strategy, concept development, and visual identity.
Translated business goals into a culturally relevant, insight-driven creative platform.
Co-led pitch with brand and copy partners, presenting creative rationale and photography vision.
Collaborated with Sr. Art Director to ensure casting, styling, and on-set decisions aligned with creative intent.
Worked cross-functionally with brand, merchandising, e-comm, and retail operations to streamline rollout.
Built a scalable design system and campaign guideline toolkit enabling efficient production across teams.
Oversaw asset creation and provided guidance to junior designers to ensure visual and message consistency.
Demonstrated national-level campaign leadership, retail + digital fluency, and creative ownership beyond title.
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Successfully launched a cohesive omnichannel campaign across national retail, digital, social, and paid platforms.
Scaled creative across all Hudson’s Bay locations, including full flagship store takeovers.
Produced high-impact creative featured in Hudson’s Bay’s iconic Queen Street windows in downtown Toronto.
Strengthened brand perception among youth audiences while reinforcing value positioning for parents.
Drove clear assortment storytelling across categories, brands, and student life stages.
Established a repeatable, systemized campaign structure for future seasonal retail initiatives.
Recognized internally as a model of cross-functional collaboration, strategic thinking, and scalable system design.
