James Allen Holiday Campaign
This 2025 campaign further evolved the new brand identity of James Allen, bringing in bold flash photography, loose styling, and lush textures for seasonal storytelling.
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Concept development, photoshoot planning and direction, campaign design, and multi-channel rollout
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Creative Director: Jacqui Galle
Senior Art Director: Allison Boisvert
Photography: Anthony Roma, Brian Weiss
Videography: Jake McGraw
Wardrobe: Mai-Lei Pecorari
Styling: Peggy Jeung
Producer: Jason Masters
Creative Development
I led the creative development in partnership with our copywriters and other designer. We decided to lean into the concept of being a tastemaker of the holiday season, telling this story through party snapshots and styling.
Together, we:
Collected swipe and built out moodboards
Developed early mockups to bring the concept to life
Refined the story and positioning
Presented the direction to the VP of Marketing and key stakeholders
Once approved, I carried the concept through into production. I worked with senior creative leadership, producers, and contractors to build out the pre-production deck and shot list, source props and plan sets, and provide on-set direction during shoot execution.
Marketing held an in-person social event in New York to invite influencers and other “tastemakers” to preview holiday jewelry. The decor and theming of the event tied into the art direction of the overall campaign and I designed and illustrated the invitation.
