Kmart’s Christmas retail season represents one of the brand’s most commercially significant and culturally visible moments of the year.
As Senior Art Director I shaped the overarching creative direction for the national Christmas Toys campaign, including the brand’s only printed catalogue, a much-loved tradition for Australian families.
Reimagine a highly anticipated seasonal campaign in a way that felt emotionally resonant and commercially clear, while ensuring the creative platform could scale seamlessly across every customer touchpoint, from catalogue to outdoor, digital, social, radio and in-store.
We repositioned performance results as evidence of stability and trust, shifting the tone away from defensive financial messaging towards something more human.
The creative approach focused on communicating confidence through simplicity and consistency across every touchpoint.I led concept development and visual exploration, aligning stakeholders across marketing, production and design to establish a cohesive narrative direction. This included refining the campaign platform, developing mood and tone, directing shoot planning and ensuring the creative intent was protected from early ideation through to execution.
I defined the visual and narrative language of the campaign, balancing playfulness and warmth with strong retail clarity. From directing photography and video to overseeing layout and storytelling within the catalogue, I ensured every element reinforced a unified platform that felt distinctly Kmart while elevating the seasonal moment.
The creative system was rolled out across catalogue, OOH, paid and organic social media, YouTube, radio, email and in-store, maintaining cohesion across formats and scale. I worked closely with designers and production teams to ensure consistency, adaptability and impact across every channel.
The campaign contributed to Kmart leading Christmas advertising awareness among Australian department stores during peak season. The Toys catalogue remained a key cultural and commercial touchpoint, reinforcing brand warmth while driving engagement across channels.