Season's Greeting: Holiday Hunt 2023

The Holiday Hunt is a digital holiday card designed for BIMM's 2023 season's greetings. Hosted on the agency’s website, this interactive experience takes participants on a whimsical journey through Toronto's charming Distillery District during its festive winter market. Adorned with characters and objects emblematic of the projects, events, and milestones celebrated with clients, friends, and family throughout 2023, the Holiday Hunt offered a delightful blend of nostalgia and adventure.

Tailored to each client account, the Holiday Hunt featured six distinct sets of riddles and search lists, ensuring a personalized and engaging experience for every recipient.

My Involvement

As the lead art director alongside the lead copywriter, I spearheaded every facet of the project's development. From conceptualization to execution, I navigated through diverse integrated concepts, exploring avenues such as activation strategies, social media integration, and in-person engagement. We filtered through various concepts until we landed on one that captured the holiday essence within a gamified digital experience, which can be shared across BIMM's global network.

Conducting in-depth discussions with lead account representatives, creative directors, and BIMM's people and culture team, we meticulously gathered, mapped, and refined the intricate details for the project. Collaborating seamlessly with UX and development teams, we crafted a user-centric journey, validating our approach through prototyping and testing to ensure alignment with allocated resources.

Guiding the artistic vision, I provided a highly detailed collection of visual references to the talented illustrator Kathleen Fu, shaping the creation of the intricate illustrated scene. Additionally, I offered comprehensive art direction to UI designers and studio artists, generating UI components and animated graphics. In collaboration with the copywriter, we curated a cohesive language and visual identity across all touchpoints, ensuring a harmonious and immersive experience for participants.

The culmination of the cross-functional team's collaborative and dedicated efforts resulted in the delivery of the final creation through personalized emails, with carefully tailored riddles and rhymes for each client segment, heightening the excitement and joy of the Holiday Hunt adventure.