Cricut - Make It Extra Campaign

For the Cricut Joy Xtra product launch, I led the creative strategy and art direction, shaping the campaign theme "Make it Extra." Targeting women aged 18–60, the campaign highlighted the machine's ease and versatility through vibrant studio sets styled to reflect four distinct personas, each representing unique styles and ages. I developed the concept and personas, directed the visual strategy, guided the illustrator for craft projects, and oversaw the photography, showcasing the machine's adaptability for personalizing items like T-shirts, decals, and gifts, and connecting with a wide range of tastes and preferences.