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Magnolia Bakery Holiday 2022

Brief: Make Magnolia Bakery the #1 stop for gifting this holiday season.

Concept: Get Lost in the Magic of Sugar

Three concepts were proposed for Holiday 2022, some of which underwent huge changes. Get Lost in the Magic of Sugar started out as a heavily illustrated, "Where's Waldo"-esque idea where quirky bakery illustrations would show elves baking, wrapping, and making magic for our customers. The main takeaway we loved from that idea was the customer could find a new detail every time they look at a piece of creative.

We took that idea and applied it to a photography-forward option where our food and the ingredients it's made with could become the magical wonderland. 

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Campaign moodboard above

Proof of concept mockups by Shelby Goodwin to the right

Challenges: We were repeatedly challenged throughout this campaign to ensure all assets looked like they are within the same world and that the product was the hero of each shot, which led to dozens of mood boards specifically for each product's world we shoo. We had an extremely tight shoot deadline to get all these massive sets built out using real products and couldn't spend as much time as usual on set playing with composition. I built a few (insane-looking, but helpful) matrixes to ensure each photo could work across a multitude of assets.

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Left: Product specific moodboads and shoot reference

Right: Sketch matrix color-coded for each spec a photo would be used in 

Color: Since the final images for this campaign were so beautiful and the stars of the show, we kept the rest of the design fairly minimal. Dark green and white type was used with and on top of a custom made gold foil texture, that was later animated to have a shimmer effect. When an asset was truly too small to feature anything but type and a logo (ie. banner display ads), the sky background we input behind the images became the texture.

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Email Design

Digital Paid Ads

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In-Store Signage

Final Results: This campaign took a tremendous amount of work and held a lot of firsts for our creative team, as well as Magnolia Bakery in general. We took away a ton of learnings and while there are things we would do things differently if we had a do-over, ultimately, we are all very proud of Holiday 2022. Assets were built across owned and paid social, paid digital, emails, in-store signage, corporate lookbooks, packaing, website landing pages, and more.


I am proud of how quirky and fun this campaign turned out. We created dozens of assets across owned social, paid digital, in-store signage, emails, website landing pages, and more. While all the data metrics are still being analyzed, we absolutely blew 2021's holiday campaign out of the water. 


Photography: Sarah Ward

Food & Prop Stylist: Charlotte Omnes

Art Direction: Shelby Goodwin Desiree Tomich

Design: Shelby Goodwin

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