Winter Wonderland
Project Campaign
Role Lead Designer + Art Direction
Tools Adobe Illustrator, Firefly, InDesign, Photoshop, Figma
Agency Freelance
Winter Wonderland is a conceptual campaign imagining how The Bronx Zoo could attract visitors during winter by positioning it as an unexpected and delightful holiday destination. The goal was to inspire New Yorkers, particularly families, to see the zoo as a unique winter outing or gift option.
How do you make a zoo feel like a winter destination when most people think of it as a warm-weather activity? The campaign needed to create a sense of magic and playfulness that would cut through the noise of typical holiday marketing and position the zoo as both accessible and memorable during the colder months.
The Challenge
The campaign centers on the theme of "unexpected delight," bringing whimsy and magic to winter zoo visits. I used generative AI tools in Adobe Firefly and Photoshop to create playful, memorable images of animals enjoying snowy landscapes: gorillas playing in the snow, snowboarding squirrel monkeys, elephants building snowmen. The visuals were designed to evoke a sense of wonder and fun that would appeal to both kids and adults.
The creative system emphasizes warmth, holiday cheer, and visual surprise. Proposed activations include offering free unlimited hot beverages throughout the winter to enhance the visitor experience and reinforce the message that the zoo is welcoming even in cold weather. Campaign assets were designed for New York City's subway system, ensuring high visibility to a broad audience of commuters and families during their daily routines.
The Approach
The Winter Wonderland exploration delivers a cohesive, playful campaign concept that reimagines the zoo as a magical winter destination through whimsical imagery and thoughtful experiential touchpoints.
Impact & Deliverables:
Developed a whimsical visual style using generative AI and Photoshop to depict animals in unexpected winter scenarios
Designed a campaign narrative focused on delight, warmth, and family-friendly experiences
Proposed a system of activation and visual touchpoints for subway advertising to maximize target audience reach
Created a flexible creative direction suitable for digital and physical assets across multiple winter campaign touchpoints