Finding Universal’s Holiday Vibe: Where Naughty Meets Nice.
A unified festive campaign that celebrates every side of the season that you can only find at Universal Parks.
ROLE
Art Direction
Creative Strategy
Photo / Video Selects
SCOPE
Led visual system development across campaign touchpoints.
TEAM
Internal creative, marketing, & production teams.
THE CHALLENGE
How could we unite these diverse offerings into a cohesive holiday campaign that helps guests discover Universal’s holiday vibe while letting everyone celebrate in their own way? To let you do yule?
THE SOLUTION
The team developed a flexible holiday message and visual framework that combines Universal’s iconic IPs and bi-coastal park offerings with playful holiday expressions that lean into both the mischievous and the merry.
Santa? He’s here! But a lunging velociraptor gives new meaning to “you better watch out.”
Universal compiled enough video and photo select assets to last for multiple holiday seasons.
