You deserve a staycation.

Campaign Concept, Art Direction, Design, Photography

In the summer of 2020, as COVID-19 continued to disrupt travel plans and social gatherings, Moxies sought a creative way to reconnect with their guests and offer a much-needed sense of escape. With limited resources, a small but dedicated in-house team, and a clear mission to lift spirits, we set out to create a campaign that brought people together safely.

  • The Challenge

    COVID-19 presented a host of challenges, including a minimal budget (allocated primarily to food costs) and a tight timeline. The campaign needed to:

    • Reflect Moxies’ approachable yet elevated brand identity.

    • Highlight the patios as safe spaces where guests could relax and enjoy a taste of normalcy.

    • Be executed entirely in-house, with limited external resources.

    The Solution

    Campaign Concept:
    The “Treat Yourself to Summer” campaign was designed to offer a break from reality. Moxies patios were positioned as a safe haven where guests could soak up the sun, savor delicious food, and reconnect with friends. The messaging focused on creating a carefree, uplifting atmosphere—a true escape during uncertain times.

    Execution:
    With a team of three, I took on an end-to-end creative role:

    1. Concept Development: Crafted the campaign narrative and messaging, ensuring it resonated with the mood and challenges of the time.

    2. Styling and Photography: Styled the shoot to highlight the patio experience, incorporating warm, summery elements that evoked relaxation and joy. Captured and edited all campaign imagery in-house.

    3. Asset Creation: Designed digital assets for social media and web campaigns, as well as print materials to be displayed at Moxies locations.

    4. Budget Optimization: Leveraged existing resources and creative ingenuity to deliver high-quality visuals and messaging within budget constraints.

    The Results

    The “Treat Yourself to Summer” campaign successfully resonated with Moxies’ audience, achieving:

    • Increased Patio Traffic: Guests returned to patios, seeking the escape and connection the campaign promised.

    • Brand Alignment: The campaign reinforced Moxies as a place of comfort and enjoyment, even during challenging times.

    • Internal Success: Demonstrated the potential of in-house creativity and teamwork, delivering a cohesive campaign under budget and on time.

Next

Accolite