Case Study: Holiday 2025
As a Tier 1 event, the Holiday campaign is one of The Home Depot's top 5 revenue generators. In 2025, we leaned into the emotional, magical side of the holidays.
Strategy
Holiday at The Home Depot had become transactional — flat lighting, oversized room scenes, and landscape crops that minimized product detail. Christmas trees are the biggest Holiday revenue generator but they felt mass-produced rather than magical. In a season driven by emotion, the product imagery lacked feeling.
More importantly, there was no brand differentiation between the budget-friendly Home Accents Holiday (HAH) products and the premium Home Decorators Collection (HDC) products.
My challenge was to create a scalable strategy and clear distinction between the dozens of product lines amongst HDC and HAH brands while maintaining product authenticity to preserve consumer trust.
Execution
We elevated the Home Decorators Collection to reflect the premium quality and higher price point, while keeping the Home Accent Holidays imagery simple and consistent with years prior. We created a scalable system that allowed us to apply these changes across all 5 Holiday collections:
- Tree images moved from distance to intimacy, allowing us to highlight branch detail, texture and overall craftsmanship.
- Stark white silos were replaced with simple, upscale architectural settings
- Oversized room scenes were distilled into intimate, editorial-style vignettes; repositioning the product as a centerpiece rather than background décor.
- Each collection was given its own color palette, unique set and styling using all products sold at The Home Depot.
- Softer, nuanced lighting increased perceived value while maintaining authenticity — ensuring customers wouldn’t feel a disconnect between aspiration and in-store reality.
The amazing Jessica Bres and I elevated the visual language without overselling the product. Our studio team (including Azure Owens, Stella Wu and Rosa Liu) was essential in bringing these ideas to life.
Result
We created a cohesive collection of supporting images for each of the 5 HDC product lines: a scene, elevated "silos" showing product lighting functionality, and in-scene detail shots. This more intentional, emotionally resonant and visually cohesive campaign shifted the perception of the product from inventory to intention and turned a simple SKU into a holiday centerpiece.
This resulted in a 28% YoY sales increase — delivered with no additional marketing spend.
Elegant Grand
Collection
Grand Duchess
Collection
Kenwood Collection
Eastcastle Collection
Montrose Collection
Use
Online, social and print (catalog and newsprint) and digital out-of-home
