For Zulily’s holiday campaign, “Big Deals are a Big Deal Here,” we developed a playful and colorful TV spot centered on a busy mom proudly showcasing the perfect gifts she found on Zulily—for everyone on her list, all at unbeatable prices. The lighthearted tone and energetic dialogue captured the essence of Zulily’s "fun shopping" experience, where discovering great deals is a joy, not a chore. The campaign was infused with personality, bringing out the excitement of scoring unique finds for the holidays.

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Creative Direction and Execution: As the Creative Director, I led a talented team in shaping the vision for this campaign, ensuring the brand's core message of discovery and savings came to life. We worked with a dynamic couple whose natural chemistry and impeccable improv skills elevated the spot’s playful and relatable tone. Their delivery helped make the experience of shopping at Zulily feel both accessible and exciting.

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Strategic Insight: At the heart of Zulily’s brand is the idea of helping moms discover amazing deals and fresh styles for their families and homes. Through research, we honed in on a key customer insight: moms are always planning ahead for their family’s needs. We translated this into a message that emphasized Zulily’s daily deals, which often arrive weeks in advance—allowing savvy shoppers to get ahead on holiday shopping while still in “fall mode,” securing the perfect gifts at unbeatable prices.

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Spring TV - "Sun's Out"

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Multi-Season Approach: While shooting the holiday spot, we also developed content for a Spring/Summer campaign, leveraging the same core concept of the “magic box” filled with endless great finds and deals. This seamless integration allowed us to maximize efficiency while maintaining consistency across seasonal campaigns. The Spring spot was also focused on showing a range of categories that went beyond apparel.