We shaped the holiday deals visual language for Dick’s Sporting Goods, translating anticipation into a restrained, scalable system. The gift card became the narrative core, revealing information through layered motion. The campaign expanded into 3D and co-branded executions, unified by a calm, cohesive finish.
Approaching the holiday season, Dick’s Sporting Goods entrusted us with shaping the visual language of their annual deals campaign, working from an established set of graphic guidelines. The task was to bring cohesion and life at scale: 32 core pieces that, through adaptations and variations, grew into more than 460 deliverables over the course of three months. We explored human gestures, textures, and familiar objects—the swipe of a finger, wrapping paper, the rotation of a box—seeking to translate the quiet anticipation of receiving a gift into a clear, restrained visual language.
The narrative found its center in the gift card, understood not merely as an object but as a threshold. From it, we built a world with depth and order, where information reveals itself in layers. This visual system allowed the campaign to expand into additional executions, including 3D interventions on a spot featuring JJ Watt and a series of co-branded commercials alongside Golf Galaxy. In this final phase, the challenge was to balance two strong identities within a single language, resolved through a restrained blue palette that brought the campaign to a calm, cohesive close.