Seasonal campaigns at Warehouse Stationery activate key cultural moments across the year; Mother’s Day, Father’s Day, Christmas, Back to School, and more. My role is to build campaigns rooted in real Kiwi life, capturing candid, everyday moments while showcasing products in ways that feel personal, useful, and emotionally connected.
Each campaign blends candid photography, emotional storytelling, and practical product value, creating work that resonates and performs.
Mother's Day & Father's Day Gifting Campaigns
Styling: Lauren Olive | Videography & Photography: Tom Witte
The Challenge
Seasonal gifting is a crowded space, often clichéd and sentimental. We needed campaigns that felt genuinely Kiwi — warm, real, and closely tied to how families actually celebrate — while highlighting personalised gifting as a key point of difference.
My Role
I led the end-to-end creative direction across both campaigns, shaping the strategic insight, defining the visual approach, directing photography, and guiding how the campaigns came to life across social, TVC, digital, print and in-store.
The Insight
The most meaningful gifts aren’t polished - they’re personal.
Real, candid moments capture what Mother’s Day and Father’s Day actually feel like, making personalised gifting feel thoughtful, accessible and emotionally resonant.
Real, candid moments capture what Mother’s Day and Father’s Day actually feel like, making personalised gifting feel thoughtful, accessible and emotionally resonant.
The Approach
We leaned into familiar, everyday scenes: kids creating gifts, shared laughter, quirky family moments.
Photography was natural and unscripted, paired with simple, value-led messaging that made the offer easy to understand and engaging at a glance.
Photography was natural and unscripted, paired with simple, value-led messaging that made the offer easy to understand and engaging at a glance.
The Impact
The campaigns felt instantly relatable and recognisable, driving strong engagement and clearer understanding of personalised gifting. They delivered emotional cut-through without the clichés and helped customers feel confident they’d “find something that feels like them.”
School Holidays - Craft, Create, Repeat
Styling: Andrea Moore | Videography & Photography: Tom Witte
The Challenge
School holidays are one of the most important retail moments for Warehouse Stationery but the space is noisy, competitive, and often feels generic. We needed a campaign that stood out, captured attention instantly, and showed that WS is the go-to destination for creativity, craft and kids’ activities.
My Role
I led the creative concept, directed the photography + video, and shaped how the idea translated into social, promotional assets, and in-store. This included designing a look and feel that felt colourful, candid and full of movement, grounded in real childhood chaos and creativity.
The Insight
Kids don’t care about perfect Pinterest craft — they care about getting messy, having fun and staying busy (even if it gives parents mild heart palpitations). Real creativity beats polished content every time.
The Approach
I built a campaign rooted in real art-play energy: splashes, smudges, chaos and colour everywhere.
We used my own kids and their friends to capture genuine, unfiltered reactions; the fun, the mess, the personality.
The tagline “Craft, Create, Repeat” became both a promise and an invitation.
We used my own kids and their friends to capture genuine, unfiltered reactions; the fun, the mess, the personality.
The tagline “Craft, Create, Repeat” became both a promise and an invitation.
Photography was bright and energetic. Video content (TVC + social cutdowns) leaned into spontaneity, laughter, and real creative expression — not staged perfection.
The Impact
The campaign landed as fun, familiar and instantly recognisable.
Parents connected with the authenticity, and social engagement was strong thanks to the candid feel and vibrant visuals. It reaffirmed Warehouse Stationery as the home of school-holiday creativity and hands-on play - not just a retailer, but a source of ideas and inspiration.
Parents connected with the authenticity, and social engagement was strong thanks to the candid feel and vibrant visuals. It reaffirmed Warehouse Stationery as the home of school-holiday creativity and hands-on play - not just a retailer, but a source of ideas and inspiration.
