For Fashiondays Bulgaria’s Christmas campaign, I developed the concept Every day I'm myself. I'll be a cliché on Christmas, highlighting the playful contrast between striving for uniqueness year-round and embracing holiday traditions.

 

The campaign taps into the sentiment that, while we aim to stand out all year, during Christmas, we can relax and embrace whatever we want—even if that means wearing the cheesy holiday sweater, playing festive tunes, and leaving gift shopping until the last minute.

 

In addition to writing the concept, I served as an assistant creative director during the photo shoot, ensuring the visual execution aligned with the campaign's narrative and tone. I worked closely with the client throughout the briefing and pitch stages, ensuring their vision was fully integrated into the campaign. I was also present on set to maintain consistency and guarantee client satisfaction at every stage of the creative process.

 

My role: Concept development / Assistant creative direction / Client management