In need of a sales driver for fall, we imagined a holiday all our own: the Indigo Weekend. A new unofficial holiday for booklovers, the campaign allowed us to own seasonal sentiments and activities that aligned with the brand.

Its resonance led to the increase of our fall advertising efforts, and grew year over year to become a seasonal platform. My role grew in kind, and in addition to writing for all mediums, expanded into creative direction for both video and image assets.