Christmas starts with a feeling. This campaign was about balancing comfort with the energy and elegance of dance.

  • I led the creative direction of the campaign shoot, overseeing set design and styling to bring the concept to life. We set out to create a warm, ‘at home’ atmosphere that still captured the energy and elegance of dance. This was achieved through soft lighting, cosy textures, and intimate set details.

  • Deliverables included moodboards, shot lists, campaign mailers, digital banners, social content, paid advertising assets, image retouching, and print production.

  • Move Dance - 2025

The homepage of the Move Dance website displays a woman sitting on the floor in a pink wrap, with a black dance bag labeled 'BLOCH' beside her. The background includes lockers, a nutcracker figurine, and a mirrored disco ball. The text says 'The Dance Gift Guide' with a 'Shop Now' button below.
A festive holiday shopping advertisement featuring dancewear, shoes, and costumes. The image includes women in dance costumes surrounded by Christmas presents, stockings, a teddy bear, and Christmas decorations with text promoting holiday sales and gift vouchers.
An advertisement showing a woman in a floral dress excitedly holding a wrapped gift box, with Christmas presents and a decorated Christmas tree in the background. The text reads, "Unwrap the magic of dance."
Screenshots of an Instagram post from movedancewear showcasing Christmas gift ideas, including a woman in festive attire with gifts, a digital flat lay of dancewear items, and a close-up of a gift voucher with a Christmas tree background.
A set of silver lockers with some doors open, containing shoes, a nutcracker figurine, and gift boxes on top, against a plain wall.
Gray sweater with a red ribbon, two wrapped gifts with pink and green ribbons.
A woman lying on the floor next to a Christmas tree with presents, holding a gift box with a maroon ribbon.
A woman sitting cross-legged on the floor holding a wrapped gift box in front of a Christmas tree, surrounded by gift boxes and holiday decorations.