INDY CLOVER / CAMPAIGN STRATEGY & CREATIVE DIRECTION

Merry Thriftmas

A holiday campaign promoting secondhand gifting and community giving across 20 Indy Clover stores.

My role

Campaign concept, art direction, copy, design and production.

Project outcome

Adopted across all 20 Indy Clover locations.

The brief

Indy Clover’s holiday campaign was due for a new idea. I developed Merry Thriftmas for social, email, print, stores, photo, and video. It had to feel fresh and be practical for every location to use.

My role

I developed the concept and strategy, directed the shoot, designed the graphics, wrote the copy, and produced video and social content. I also organized the campaign assets for store teams to use.

The idea behind the visuals

The concept encouraged shoppers to consider secondhand gifts. I developed the visuals and messaging around finding thoughtful gifts at Indy Clover.

Community, built into the campaign

I developed a giving initiative that invited stores to collect nominations for individuals and families in need. Selected wishes became ornaments on in-store Christmas trees. Shoppers could source secondhand gifts for recipients, turning thoughtful giving into direct support for local communities.

20 stores.

One campaign, adopted across every Indy Clover location.

A portrait styled for the Merry Thriftmas campaign — Campaign photography / creative direction

Red gumball machines filled with disco balls — Set details / campaign photography

Merry Thriftmas social creative — Ready-to-post social toolkit

A second Merry Thriftmas social creative — Consistent assets for every location

Printable Merry Thriftmas signage displayed in-store — Ready-to-print store signage

Red patterned holiday phone wallpaper — Shareable phone wallpaper

Merry Thriftmas phone wallpaper — Campaign extensions / shareable assets

More from Indy Clover

A selection from additional seasonal and in-store shoots, separate from the Merry Thriftmas campaign above.

Two models holding pink holiday garland — Holiday shoot / pink set and styling

Three models in colorful knitwear beside a clothing rack — Holiday shoot / cast and wardrobe

Chloë holding up a sequined dress while wearing pink pajamas and hair rollers — Pajama shoot / styling story

A playful group portrait photographed from below — Pajama shoot / a different point of view

Two shoppers browsing a rack of colorful secondhand clothing — In-store shoot / secondhand style

Four women together in a pink Indy Clover store — In-store shoot / community and personality