Creative Direction

MILL ‘TIS THE SEASON

Photography: Kelsey McClellan

Holiday is always the most important season in retail. At Mill, I wanted to show as many gift categories as possible. With the addition of gifting hard-goods and home goods as possible and I grouped gift merchandise together into lifestyle categories. We decided to use long white tables and shoot overhead in abundant vignettes while models were shown wrapping and situating their special holiday gifts into specific ideas such as home, bath, and kitchen. The white table made each gift pop and the hints of orange tied back to the custom holiday gift wrap that I designed with Rifle Paper. The campaign extended to the widows and displays for all of our stores.