A holiday campaign concept built around light as a symbol of guidance, magic, and photography.

I developed the art direction for The North Star, exploring how glow, reflection, sparkle, and cinematic light could create a distinctive holiday world for Cooph. The visual system balanced polished, product-focused photography with a more organic and analog-inspired social aesthetic, creating space for both the products and the stories around them to shine.

The direction explored a mix of serif and sans-serif typography, icy blues, glowing whites, and warm accents, alongside layered imagery, real objects, reflections, and luminous details. The campaign narrative was built around the idea of following light, with proposed lines including “Chase the glow,” “Chase the light,” and “Chase the spark.