My Holiday Story | 2019

the idea:
To show guests we’re thinking of them and that we see all the unique ways they celebrate, we created a first-to-market digital story-making platform that using machine deep learning to allow our guests to become storytellers by narrating their own holiday traditions (Spanish/English) in their own words. Their stories were magically brought to life through a personalized animation piece (mp4) that’s downloadable/shareable via social or email. In additional to that digital artifact the guest also received a personalized poster that represented their favorite holiday tradition.  

This ground breaking experience was activated at our Wonderland Event in New York over the course of 12 days.

the insight:
While the holidays are a shared time of celebration, no two moments and memories are quite the same as everyone else’s.  We experience meaning and feel joy through our unique ambitions and traditions…our identity, and our own definitions of family. For these reasons, not everyone’s holiday story is able to be reflected or represented in an inclusive way. Not just for ourselves to cherish and share, but for others to see, understand, and learn from.

high level call-outs:
• Created an entirely new iconography system along with how to visually bring motion to static assets
• Worked with over 25 artists from around the world to create a library of over 600 multiculturally inclusive creative assets representing icons, environments, patterns, key phrases and 6 full alphabets connected to over 3500 keywords
• Collaborated with Inclusive Marketing Councils, All Target Business Councils, Accessibility, Talent Partnerships, Compliance/Privacy, Legal, Macro, 3rd Ear, and a host of other divisions in order to make sure it was an entirely inclusive experience

Digital Experience

Dynamic Poster Example

My Personalized Story

Visual Overview

Unifying Color Palette

General Iconography Examples | over 200

Humanity and Religious Examples | over 40 illustrations

Food Examples | over 100 illustrations

Environmental Examples | 19 illustrations

Key Phrase Examples | over 60 illustrations

Dynamic Alphabets | 6 total

Pattern Examples | 24 total

Dynamic Color shifts per Celebration Trigger

Creative Lead - Myself
ACD - Jacob Pasterski
Strategist - Kara Belair
CW - Jesse Gadola
EM - Tierney Krienert
PM - Tammy Robertson
Tech/Dev Partner - Resn
Multicultural Consultants - Macro / 3rd Ear / Target Inclusive Marketing Council
Illustrators - 25 from around the world - Russia, Columbia, Spain, Italy, Taiwan and the US
Intro video production for web experience: Motion 504