COVID-19: A different kind of Christmas
ORIENTAL BANK
2020
Creative Direction
-
Project manager
Brand Strategy
Digital marketing strategy
Content planning
Cross-Functional Collaboration
That year, Christmas didn’t feel the same. The context had shifted. What people expected from the holidays no longer matched what they were living. The role of the campaign wasn’t to recreate a perfect Christmas, but to acknowledge a different one.
“A Different Christmas” leaned into that tension. Instead of idealized moments, it reflected the reality people were navigating, finding meaning in smaller, more honest experiences.
Acknowledged a shift in cultural and emotional context, avoiding traditional holiday tropes
Reframed Christmas around real, lived experiences instead of idealized perfection
Positioned the brand as present and understanding, not performative