Art direction for Bed Bath & Beyond's 2021 omni-channel back-to-college campaign.

In 2020 the world turned upside down. Instead of the usual college journey, home became the center of everyone's world. College students had to learn how to college from anywhere. Last year, we made it work. This year, let’s make it great. No matter where or how you (or your child) is going to school, we’ll help create a comfortable, safe, and stylish home of your own, so you can college, happier. My role was to create a complementry color palette, textures to use throughout, and graphic elements to accompany the campaign. I introduced Pantone's "Gen-Z Yellow" for a pop of brightness in shadowy post-pandemic times, and brought in strealmlined school-like textures including dots, lines, cork, and grids. Final assets were used on web, mailers, print, POS, and social. MY ROLE Art Director TEAM Photo: Alpha Smoot Photo Director, Set, Casting: Kate Jordan Prop Stylist: John Dittrick Soft Good Stylist: Victoria Maiolo CD: Daniel Harmon CW: Dana Duber