Día de Muertos
DÍA DE MUERTOS
Día de Muertos is a two-day celebration (November 1–2) that reunites the living and the dead—a time when mourning is replaced with joy, colour, and remembrance. For this seasonal launch, we released a limited collection of seven products alongside vibrant retail activations in select southern U.S. stores with strong Spanish-speaking communities. I led creative direction across campaign development, art direction, and visual storytelling—crafting a bold, culturally rooted aesthetic that resonated with our target audience. Results were telling: with a 10% increase in total sales year-over-year, including a 27% lift in digital sales.
ART DIRECTION LEAD, SET DESIGN AND STYLING, RETAIL CONCEPTING
Art Director: Perry Baldwin
Designer: Monica Diaz
Photographer: Emily Holmes
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Influencer event + campaign print assets
