Following an extremely successful campaign in 2021, Vancouver Christmas Market returned to Kipling Media for its 2022 campaign — this time with a new creative direction.

As Creative Lead, I developed the visual direction for the campaign, combining traditional German Christmas imagery with familiar Vancouver sights. I led the illustration and brand design, then carried the visual system across print and motion for the wider campaign.

We kept illustration at the heart of the campaign to retain some of the mystery and wonder of the Christmas Market, giving guests a taste of what was waiting for them without giving everything away.

I brought the campaign to life through animated social ads and digital billboards. The illustrations were given movement and energy while keeping the visual language consistent with the wider campaign.

I adapted the campaign across a wide range of printed materials, from posters, stickers to transit ads and billboards. The same illustrated world had to work at every scale, from something held in your hand to something seen from a moving bus.