7UP Holiday Hub
Trading Pinterest-perfect for the joyful chaos of real holidays.
Role: ACD, Social & Photography
The Challenge
Pinterest is built on curation, from the perfect aesthetic to the perfect feeling. But real holidays aren’t curated; they’re a mix of chaos and joy. 7UP needed to show up on a platform where people come to plan and be inspired, without feeling like an ad in the middle of their search.
The Strategy
I concepted a holiday hub that embraced imperfect moments instead of polished ones: a place people could come back to all season for recipes, tips, hosting advice, and holiday spirit. The hub included five boards, from festive recipes to Elf on the Shelf ideas, each built around what people actually search for during the holidays. Every pin was designed to be saved and used, with text overlays and copy that made it actionable, and with 7UP present in the product without a giant logo.
The Work
I shot and edited all of the video content myself, partnered with a photographer on additional imagery, and worked with a 3D animator on a set of visual ASMR pins. In total, we created 59 bespoke pins across five boards, all original content made for Pinterest.
