The Joy of Giving
Elizabeth Scarlett
Creative Direction, Campaign Strategy, Narrative Writing,
Art Direction, Film Direction, Photoshoot Production,
Graphic Design, Packaging Design
The Joy of Giving was Elizabeth Scarlett’s Christmas campaign, built around a narrative led brand film that reframed gifting as something more personal and emotional. I was the sole creative lead, responsible for concept, narrative, and execution across film, stills, and campaign design.
The film was built to operate across formats from the outset, designed as a cinematic 16:9 piece that could also flex into 9:16 and 4:5 social outputs without losing clarity or intent. That thinking shaped both the structure of the narrative and how each scene was constructed on set.
We shot on location in a Norfolk manor house, transforming it into multiple environments to carry the story. Working with a small crew and limited budget, we captured film, product photography, and social content simultaneously, which demanded careful planning and constant adaptability, making decisions in real time to ensure each moment worked within the full story and as standalone content.
A key part of the role was maintaining momentum on set through a high pressure retail period, keeping the team aligned and energised while managing a complex, multi output shoot.
Alongside this, I designed the campaign graphic system and a bespoke Christmas gift box, treated as a core extension of the gifting experience rather than a supporting asset.
