This is easily my favorite holiday sale campaign I've worked on for System76, mostly because I convinced my VP of Marketing that not having a video project, giveaway, or DIY Weekend Project as we'd had in past years wasn't going to prevent us from having a fun theme and good visuals to "winterize" our website.

Plus, I am an avid amateur pâtissière (though for the dietarily-impaired). Plus, I love stop motion. Plus, I enjoy hand lettering, cookie decorating, and food styling. Basically, I had a lot of side skills and interests from which to source a cohesive aesthetic. I had an absolute blast working with the food photographer and her stylist and that was the day I discovered, "Hey, if I ever need a break from graphic design... food styling."

My cocoa dough created the perfect backdrop for using negative space with powdered sugar and doilies. The same direction was also used with a floured cutting board. These are only examples of my personal styling and composition. The full photoshoot produced hero images and desktop backgrounds for our product images on the website, only a small subset of which I can claim personal credit for. 

Showing off my cookie decorating, bake quality, AND composition.
Because you never know which skills will be useful to a design project.

Vector illustration and laser-cut stencils came into play to avoid using only digital type treatments overtop of imagery. This was a very handmade, homebaked, cozy aesthetic, so we shot these compositions as-is. Meaning the framing, typesetting, and powdery ingredients had to be carefully arranged to allow space for variable, responsive text layers on the hero imagery.

Full laptop and desktop mobile heroes, with sale text layers and space for the call to action button:

And the mobile hero that appeared on our Specials page: