Concept Design / Art Direction

My role was to develop a theme for Victoria’s Secret Valentines 2017 campaign and store decor. Traditional heart shape boxes were the inspiration, whimsical copy was peppered throughout the hearts and placed on several launch surfaces through out the store. The entry moment in the flagship store was decorated with an oversize neon heart and small heart shaped hangtags were used on forms to support the floor set product.

Below are concept illustrations and store photography.

Software: Photoshop, Illustrator, InDesign and SketchUp.