Year
2021
Client
Mountain Equipment Co-op
Heart Day Shareables
Creative direction & Illustration
Valentine's Day, for people who'd rather be outside.
MEC needed a social campaign for Valentine's Day that felt genuinely on-brand — not generic hearts and roses, but something that would resonate with an outdoor-loving community. I developed the concept and created all the illustrations for a set of shareable social graphics built around outdoorsy puns and inclusive, gender-neutral characters. The result: a series of illustrated cards featuring camping tents, carabiners, skis, and marshmallows as the heroes of awkward, endearing love stories.
The illustrations
Each graphic pairs a hand-drawn illustration with a pun that lands for anyone who's ever gone camping, climbing, or skiing with someone they care about. The characters are deliberately inclusive — no fixed genders, no assumptions about who's with who — just creatures having feelings in the outdoors. The illustration style is loose and warm, with a limited palette that worked well across feed posts and stories.
"My love for you is in-tents."
This project is a good example of what I value most in creative work: a clear, specific audience, a brief with permission to be playful, and an outcome that people actually want to share. All concepts, copy, and illustrations are my own.
