Undoubtedly, the holiday quarter marks the pinnacle of toy retail. For Mastermind Toys, the Holiday Play Guide serves as the vehicle to spotlight the finest toys and books for this crucial season.
I spearheaded the project from the ideation phase, managed the execution of the guide's creative process, and ultimately supervised the printing of over 1.7 million copies distributed nationwide from coast to coast.
The inspiration for this guide, and indeed the entire holiday campaign, stemmed from a response to the prevailing COVID-19 restrictions. Amid constant lockdowns and waves of the illness, a palpable sense of unease permeated the air.
Our aim was to convey a message of hope. In a time when negativity prevailed, our theme, "So Much To Celebrate," aimed to reinforce the idea that despite global challenges, kids always deserve to be celebrated.
Whether through big surprises or small holiday moments, there is always something to celebrate as a parent.
As part of the process of the guide creation, I oversaw the photography of our cover and story photography, providing direction crucial to the final outcome of the project. Collaborating closely with our photographer, we curated a diverse selection of models and captured scenes aligned with the themes of excitement and celebration. The result is photography that truly stands out, reinforcing the core themes of the campaign.
Finally, I oversaw the printing process by proofing the guide in the pre-press stages, and being on-site for press approvals during the final printing of the 1.7 million copies of the guide.