Horrornaments faced a challenge common to seasonal brands: much of the year’s activity had to happen within a short holiday window. The campaign needed to introduce new products, build excitement, support promotions, and create urgency before shipping deadlines.

I reframed the season as a sequence rather than one campaign. Early creative focused on atmosphere and anticipation, product launches shifted attention toward individual ornaments, and later messages simplified around offers, deadlines, and clear calls to action.

A modular visual system connected social advertising, email, seasonal promotions, and ecommerce. The message could change as the holidays progressed without the brand suddenly looking like a different company.