For the 2024 holiday season—the first under Verizon’s new brand identity and voice—our task was to create a campaign that would boldly exclaim how Verizon empowers people to have their very best holidays.
The result? Say hello to: “Beautiful Disasters.” The idea went like this:
Think it’s been a crazy year? Just wait for the holiday season.
Here’s how you keep your sanity: fully embrace the mess. Celebrate real, authentic holiday craziness. The ruined dinners, dog-chewed presents, all things outside the lines. Because, in the grand scheme, when everything goes wrong, it’s funny. It’s also how real memories get made.
Verizon’s the backbone of connection in your home, and that means we’re here for everything – all the highlights, and all the mishaps. So no matter how stressful and messy it all feels, we’re so here for it.
“Beautiful Disasters” became the foundation of a design, photography, and copy system that we used across the entire brand ecosystem. A written “manifesto” drove the entire season. It was handed off to copywriters, designers and external partners to help guide their work, and inspired a retail refresh. Additionally, I wrote holiday narratives that became the shot lists for on-location photo and video shoots.
The campaign was much more colorful, authentic and expressive than our previous holiday campaigns, and captured an authenticity that broke away from the “hallmark holiday” mode we were used to. The end result turned mess and imperfection into a beautiful brand expression that reached out and captured customers’ attention.
I hope you enjoy the work below as much as I do.
Verizon Holidays
