Brief
As part of a wider visual refresh earlier in the year aimed at Gen Z and younger Millennial audiences, YO! Sushi sought a creative concept for their 2025 Christmas campaign. The brief was to align with an updated photography style (high flash, energetic and captured in-the-moment) while creating a bold and distinctive festive identity across print and digital channels.

Concept
My concept centres around a hyper-festive, high-energy celebration which embraces the chaos, colour and spontaneity of the holiday season. The direction echoes the YO! brand through neon light, texture and movement, creating a playful take on Christmas that doesn’t take itself too seriously. The campaign is an immersive, party-like experience driven by food, friendship and shared moments.

Approach
I developed the art direction for the campaign, and defined styling, lighting, props and key shots to guide both photography and video production. This included creating reference visuals and shot lists to ensure consistency across all outputs. Following the shoot, I designed the rollout of the campaign across print and digital touchpoints, including large format posters, social content and restaurant point of sale, ensuring the visual identity translated cohesively across formats.

Outcome
a bold, high-impact festive identity that aligns with YO!’s refreshed visual direction, creating a cohesive and engaging experience across both physical and digital environments.