As a key contributor to Sprinkles' largest campaign of the year, Valentine's Day, I led creative development from concept through execution. Working closely with the marketing team, the campaign strategy aligned with both brand goals and guest experience. Photography direction ensured visual consistency, while all supporting assets were custom-designed for the launch, including digital boards, kiosks, packaging, and promotional graphics. Gift wrap designs helped increase revenue per sale, and in-bakery activations drove engagement across every touchpoint.