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

The Challenge

Holiday campaigns historically relied on large agency budgets and long production timelines.
Banter needed a high-volume, multi-channel campaign—delivered faster and at a fraction of the cost—without sacrificing creative quality.

My Role

Led the campaign end-to-end—from concept through execution.
Directed creative, casting, styling, and production while building a streamlined, in-house model to replace traditional agency workflows.
Oversaw on-set direction and post-production to ensure every asset was optimized for social and digital channels.

Strategic Approach

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.