BANTER HOLIDAY
Shine Your Light
A social-first holiday campaign built to deliver high-volume, high-impact creative—without the traditional agency model
ROLE
Creative Director + Art Director
SCOPE
Campaign + Social + Experiential
CHANNELS
Social, Email, Web, Events
COLLABORATORS
Production - Rebellious Productions
Photography - Dan Horn
Styling - Tor Matthey
HMU - Walter Fuentes
The Challenge
Holiday campaigns had traditionally relied on large agency budgets and lengthy production timelines.
Banter needed more content, more speed, and more flexibility—without sacrificing creative quality.
My Role
Led the campaign end-to-end—from concept through execution.
Directed creative, casting, styling, and production while building an in-house model that replaced the traditional agency approach.
Oversaw production and post-production to maximize content across social, digital, and retail touchpoints.
A More Modern Brand Expression
Reimagined the traditional campaign model into a modular, content-first system designed for scale.
1. Content-First Thinking
Designed every shot with multi-channel use in mind—prioritizing social, motion, and flexibility from the start.
2. Streamlined Production
Built a lean production team and captured high-volume assets in a single shoot—maximizing output while minimizing cost.
3. Elevated, Youth-Driven Creative
Shifted toward a more modern, expressive visual language—focusing on real energy, intimate moments, and jewelry as the hero.
The campaign ran across social, email, digital, and event activations, with a modular tile system that could flex across every format and promotional moment from early holiday through New Year's.
Banter's holiday had to be louder, bolder, and more culturally alive than any jewelry brand around it.
"Shine Your Light" was a deliberate counterpoint to the jewelry category's soft, romantic holiday default. Banter's audience didn't want sentimentality — they wanted energy, color, and self-expression.
The campaign lived beyond the screen.
Event activation — campaign energy translated into a live brand moment with talent, product, and press.
