YOWIE: Pollyanna
Holiday Campaign
Art Direction, Photography
2018
![](https://freight.cargo.site/t/original/i/754d7e2788bcfa3ece46baee2950d6c11dfb0e7a21184ca0df646ab191a5819e/YOWIE_Holiday_Edit-8267.jpg)
YOWIE ran a triptych holiday campaign on social media and as a window installation in their Philadelphia store. Inspired by the part wishlist, part white elephant, regional gift-giving tradition of ‘Pollyanna’. We invited a diverse group of Philadelphians to create a handwritten list of their favorite products from YOWIE, along with one random item to reflect their personality. I was in charge of concepting, casting and shooting the campaign along with founder Shannon Maldonado.
![](https://freight.cargo.site/t/original/i/4ed6dd35bf1bb762d622f4a713e9e8234b00b2f6a78ae12b4cd2f369d7a41979/YOWIE_Holiday_Edit-2.jpg)
![](https://freight.cargo.site/t/original/i/c864682c031fb71ca9a0c694963eb17807b27a6968686af5772e56624bf2e681/YOWIE_Holiday_Edit-3.jpg)
![](https://freight.cargo.site/t/original/i/0832da758d414ffa5a78722d56de61e6a7bc84e4b2c7b10ba5b319c973a09219/YOWIE_Holiday_Edit-4.jpg)