2024 holiday campaign

I had the opportunity to art direct the visuals for the 2024 holiday promotional campaign. These assets spanned across the iRobot website, email, paid social, Amazon, the iRobot Home App, and organic social. This campaign ran from the beginning of November until the end of December.

“We know that life gets messy, especially during the holidays, and we’re here to help you clean it up, just the way you like it—so that you can have cleaner floors this holiday without all the extra work.”

campaign idea

Based on the campaign idea, style guides were created for each of the three promo periods: Pre-Holiday, Black Friday/Cyber Week, and Holiday. Mess combinations reflect the progression of the holiday season.

three promo phases

Pre-Holiday

Messes with gold and neutral colors.

Black Friday/Cyber Week

Leaning into the dark, sleek look.

Holiday

Adding subtle touches of red messes.

I designed static and animated paid social templates in various sizes that could be used by teams in NA, EMEA and Japan. Those teams were able to input copy and imagery for any product they needed to create an asset for.

paid media

Pre-Holiday

animated

Black Friday/Cyber Week

static

Holiday

animated

The creative was applied to the website’s homepage hero banners. These were designed to be templates, so teams had the ability to swap robots in and out as they pleased depending on SKU promo.

homepage banners

Pre-Holiday

Black Friday/Cyber Week

Holiday

emails

Email template designs for Black Friday/Cyber Week and Holiday promos.

Utilizing the premium brand store features, I designed the Amazon Brand Store page so it was similar during all three promo periods, but with subtle differences to set them apart and match the other channels.

amazon brand store

  • Pre-Holiday

  • Black Friday/Cyber Week

  • Holiday

We also extended the holiday creative to create promo imagery for in-app ads within the iRobot Home App.

iRobot Home App

organic social

For SKU specific promos during the Holiday period, I designed a template for Instagram Stories where we could highlight the robot on sale.

  • campaign strategy | Annie Colella

    creative lead | Nichole Lanney

    art direction | Emily Brown

    copywriter | Kyle Eber

    designer | Ellen Madson