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Shutterfly Holiday

Q4 2025

Collage of holiday-themed moments featuring people smiling with personalized gifts, including a man reading a card, women holding photo mugs, a woman and older woman hugging with a handprint ornament, a hand holding a wrapped gift, and a framed photo of a man and child.

Make something that means something.

The Holiday 2025 campaign was built around a simple but powerful idea: the holidays are about connection. In a season often dominated by convenience and speed, we set out to remind people why personalized cards and gifts matter—because they carry meaning that lasts beyond the moment. Our guiding principle, “Make something that means something,” informed every creative decision, from messaging to photography to design.
We approached the season as a full journey, not a single moment. Starting in late August, we introduced early holiday prep, then shifted into celebration, deals, and last-minute gifting—all with evolving urgency and tone. This phased strategy ensured we met customers where they were, whether planning ahead or shopping under the wire. A dynamic color system and emotive lifestyle photography created cohesion across channels while allowing flexibility for storytelling and product focus.
The campaign manifesto spoke to real traditions and authentic gestures: sending a smile, gifting a giggle, framing a feeling. Copy was direct and action-oriented, while visuals blended warmth and sophistication to elevate the brand. Every element worked together to position Shutterfly as the go-to destination for meaningful holiday moments.
Executed entirely in-house, this campaign was a testament to collaboration and insight-driven creativity. It wasn’t just about selling products—it was about inspiring people to make the season personal, memorable, and truly theirs.
Brand: Shutterfly
Type: Campaign, Omnichannel
Year: 2025
Team:
VP, Creative: Jessica Podoshen / CD: Levi Lowell / CD Editorial: Caitlin Kenney / ACD Campaign: Alea Toussaint, Adam Ridgeway, ACD Design: Bobbie Huckleberry, Mitchell Green / Design: Katelyn Moench, Alisa Messing, Jennie Soucheray, Mike Kay, Isabel Roberts & Jessica Joan Causing / Copy: Katie Klingbiel, Erin Phernetton / Photo Sourcing/Editor: Maggie Callahan / Photographer: Franck Malthiery / Stylist: Pam Morris & Veronica Olson / Retouching: Ed Fruin  / Production: Happy Little Productions / Music & Lyrics: English Major Music
A smiling family of four sitting and standing on a red couch, with the boy holding a framed family portrait of the same group dressed formally.Three smiling women with curly hair wearing red and pink outfits, each holding a white mug with images of women wearing sunglasses and towels on their heads.
Smiling older woman with white hair and glasses sitting on a red chair, flipping through a 2025 photo calendar.Gallery wall with six framed photos: children, bicycle shadow, toddler in pink hat, ocean wave, woman hugging child on rock, and black dog; decorated with garland and red baubles on mantel.Smiling woman in a pink and red sweater sits holding a holiday card with a photo of two babies.
Holiday gift tag and card with red and white patterned design featuring a photo of smiling family members in festive sweaters.Black and white dog wearing a red scarf and holding a red ornament with a photo in its mouth against a green background.Flat lay of holiday cards and envelopes on burgundy background including a red card saying 'Thank you for your support this year', a card with wreath and text 'Tis the season to be grateful', and a card with a group photo saying 'Happy Holidays'. Two small red ornaments are also present.
Smiling woman in green sweater lying on red surface holding a framed photo of two friends with bicycles and balloons at the beach.Scalloped silver holiday ornament with a family photo and the year 2025, attached to a red ribbon on a green background.
Smiling man and child holding a large framed portrait of a white and brown dog wearing a scarf.Child with blond curly hair hugging a pillow featuring a person making a funny face.
Smiling woman in a red top and a man in a beige sweater looking at a large photo book together.
Shutterfly homepage showcasing personalized holiday gifts including mugs, calendars, photo cards, ornaments, and wedding invitations with diverse smiling models and festive gift themes.

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Designer, brand builder, and creative leader with 15+ years of experience at the intersection of brand, product, and technology. Specialized in creating thoughtful, high-impact work that connects business strategy to human-centered user experiences.
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