ART DIRECTOR | 2023
Hudson’s Bay Beauty Rebrand
ART DIRECTOR | 2024
Hudson’s Bay Beauty Department Rebrand
When I first joined Hudson’s Bay, I, like many, thought of the beauty department as a place my mom or grandma might shop. You know what I didn’t expect? Designer and indie fragrance brands like Margiela and Skylar. The latest in hair care, from Olaplex to Moroccan Oil. Skincare items that would make even the most trend-conscious consumer swoon. Here were all the cult-favorite, clean, and high-performance brands you’d expect to find at Sephora or Ulta… quietly sitting on Bay shelves. So why weren’t we shouting about it? This rebrand began with that exact insight: Hudson’s Bay was already carrying the goods, it just needed a new story to tell.
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We started with a question: What does it actually mean to be “highly thoughtful”?
The answer: it’s not about what our snacks do. It’s about how they’re made.
They can’t walk your dog or remember your birthday — but they are organically grown, allergy-friendly, school-safe, and made with care for people and the planet. That became the creative unlock.
Our concept played into that tension:
“Our snacks wish they could do all the thoughtful things. They can’t. But here’s what they can do…”
And since our packaging is our most recognizable asset — and a major investment from a sustainability perspective — we decided to make the MadeGood box the star of the show.
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Inspired by the beautifully fluid transitions in the “Assume That I Can” campaign for World Down Syndrome Day, I wanted the ad to feel seamless and energetic — a visual journey through scenes rather than just cutting between them.
Key creative choices:
The box becomes the transition device — morphing into a bouquet, an outfit, sunglasses, and more, before leading us into real-life snackable moments
Handcrafted animation: I sourced and collaborated with a New York-based paper artist to hand-make and animate these box transformations using our actual packaging
Thoughtful production design: Each scene was built with an emphasis on warmth and relatability — staged in-studio but styled to feel open and airy, from basketball courts to balconies
Talent casting: We aimed for diverse, joyful, real-feeling people, so the tone felt inclusive and naturally happy
Collaborative leadership: I hired the creative team — including the director and food stylist — and worked closely with our set designer to bring each visual idea to life within budget constraints
On-set direction: I was on set throughout the shoot to guide the tone, performance, and pacing so the final piece felt bright, emotional, and intentional
