Creative Direction · Hallmark Gold Crown
Hallmark Stores Social
Always-on social for the Gold Crown retail network, plus the seasonal pushes the year is actually built around.
Retail social runs on a different clock than campaign work. There is no launch date to build toward — there is a calendar that never stops, four seasonal peaks that decide the year, and a network of stores that need the content to work as well in a small town as it does in a city.
Let’s Shop
An always-on series built to make browsing a Gold Crown store feel like something worth doing rather than an errand.
The licensed character work is where it found its audience. Snoopy and the Grinch carry enormous built-in affection, and the highest performers on TikTok were the ones that let the character be funny rather than merchandised.
Seasonal work
Four peaks, each with its own audience behaviour and its own lead time.
Holiday 2025. Fall and Halloween 2025. Valentine’s 2026. Mother’s Day 2026.
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