Creative Direction & Campaign Strategy

Hanna Andersson built its reputation on family matching pajamas — but the brand needed to reclaim that territory and make it culturally relevant again. I conceived and led Holiday Together, an omni-channel campaign that put real Hanna customer families at the center of everything. Six of the brand's most devoted Instagram families were flown to Portland for a holiday-in-August shoot celebrating their own traditions — and introduced to the design team to inform future product. Their full journey, including behind the scenes, became the campaign. From paid social and retail store windows to a Kelly Clarkson Show feature and a local pet pajama dog adoption activation, Holiday Together ran across every channel and brought the brand's community to life in a way no staged shoot ever could.