ROLE
Product Photography Art Direction
Design
CREDITS
Creative Direction:
Nerissa Mclarty-Ritchie
Tia Art Direction:
Erin Kornfeld
Tia Photography:
Adam Rindy
Product Photography:
Rosalie Agency
4U by Tia | Holiday Campaign
4U by Tia needed a holiday campaign that could seamlessly support multiple retail moments, from Black Friday and Cyber Monday to Holiday Gifting, while maintaining a distinct and recognizable brand presence. The creative direction balanced promotional messaging with elevated seasonal storytelling that reflected the brand's playful, premium personality.
Art directed the seasonal product photography and designed the campaign across email, website, and social media. Built a visual system that adapted to each phase of the holiday season, from promotional events to gift-focused storytelling, while maintaining a unified brand presence.
The visual language combined vibrant product photography, festive color, and handwritten messages from founder Tia Mowry to create a holiday campaign that felt both elevated and personal. The flexible design system allowed the creative to evolve seamlessly from Black Friday and Cyber Monday promotions to Holiday Gifting while maintaining a cohesive brand experience across email, web, and social.
