The Iconic Gift- Social Paid Ad Campaign

A paid social campaign built around "Journey of the Gift" — iconising L'Occitane's most recognisable brand asset, the yellow gift box, to push conversation around online gifting.

The creative direction centred the yellow box itself as the hero of the campaign, following its journey from selection to unboxing to reframe gifting as an experience rather than a transaction. The concept was built specifically for paid social, using the format's pace to make a familiar brand object feel fresh and share-worthy.

As Head of Creative, I led the project end-to-end: originating the concept through brainstorming, acting as brand guardian throughout production, providing pre- and post-production feedback, directing on shoot day, and overseeing final asset delivery and campaign rollout.

The work was developed in collaboration with L'Occitane's global creative team and external agency Arwc.

The campaign performed strongly within its cohort, becoming one of the top-performing paid social assets that quarter. Its flexible, box-led concept also made it well-suited for reuse across L'Occitane's tactical gifting moments throughout the year including Valentine's Day, Mother's Day and Father's Day extending its value well beyond the original campaign window.