Joe Boxer Canada
Summer 2021 Sale
Art Direction, Motion Design,
Social Media Paid Ads
Overview
A summer sale campaign is one of the most common briefs in retail — and one of the easiest to make forgettable. For Joe Boxer's End of Summer 2021 push, the opportunity was to take a transactional moment and turn it into something people actually wanted to watch. Bold, energetic, and unapologetically fun — the kind of creative that earns the scroll-stop before it earns the click.
The Approach
I concepted and art directed a paid digital campaign built around video and animation, leading the creative from initial ideation through to final delivery. Rather than defaulting to a straightforward promotional format: product, price, call to action. I used motion and storytelling to inject personality into the campaign and give the brand a distinct presence in a crowded summer feed.
The creative was designed to feel like Joe Boxer: irreverent,
high-energy, and visually punchy. Working across cross-functional teams, I kept the work aligned with brand voice and platform performance requirements while consistently pushing the creative beyond what the brief strictly asked for.
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Outcome
A paid social campaign that elevated a seasonal sale into a genuine brand moment — scroll-stopping creative that balanced personality with performance, delivered across multiple formats and platforms.
Joe Boxer Canada
2023 Holiday Underwear Pattern
Art Direction, Apparel Design
Overview
For Joe Boxer's 2023 holiday season, the brief was to design underwear patterns that would land on shelves at Hudson's Bay at a moment when gifting, fun, and festivity are the whole point. The patterns needed to feel seasonal and joyful while meeting the precise technical requirements of print and production.
The Approach
I conceptualized and developed a collection of holiday underwear patterns from the ground up, bringing both creative and strategic thinking to the brief. The design process was shaped as much by production realities as by aesthetics, working closely with production designers to ensure every pattern translated accurately from screen to fabric, respecting repeat structures, colour separations, and print specifications.
The goal was patterns that felt considered and giftable, not generic. Each design was developed with seasonal relevance in mind while staying true to Joe Boxer's playful brand personality. Attention to detail at the pattern level ensured clean execution at scale across the full production run.
