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The X - Valentine's Day
Project type
Social Media Campaign
Role
Art Director - at Ideative Digital Marketing Agency
What I did
Concept Development • Art Direction • Moodboarding • Photoshoot Direction • Set Styling
Challenge
Create a Valentine’s campaign for The X that felt emotional and premium without looking like a typical loud, overly romantic seasonal campaign. The client also requested the use of doves as a key visual element, which needed to be incorporated in a way that felt elegant and aligned with the overall concept.
Approach
I led the art direction around the idea “Where Love Feels Certain”, treating gifting as a quiet message of love rather than a dramatic gesture. We used deep reds and soft pinks, rich draping, romantic floral arrangements, and real doves on set to create a feeling of trust, softness, and intention.
Impact
The campaign gave The X a more refined Valentine’s direction, turning the products into a complete emotional story. It created a strong visual world for the season and helped the brand stand out with a softer, more memorable take on gifting.
The X is an online flower and gifting store known for its curated bouquets and thoughtful gifts. For Valentine’s Day, I led the art direction for a seasonal campaign built around the message “Where Love Feels Certain,” using romantic visuals and storytelling to create a premium and emotionally driven brand experience.
