Reimagining Holiday Luxury for a Global Jewelry Brand

As Creative Director at W.Bradford, Rachel led the design and visual direction for Marli New York’s Holiday Campaign—an editorial concept designed to bring a bold, elevated perspective to the most profitable season in luxury retail.

Rachel co-led production with the agency’s CEO, overseeing shot list development, shoot sets, talent and vendor coordination, and on-set creative direction for a 3-day Miami Beach shoot staged with artificial snow. The visual theme, “Alpine Chic,” offered a surreal twist on traditional holiday styling—placing Marli’s audience on the slopes in a dreamlike world of diamonds and holiday glamour.

Following production, Rachel managed the agency’s design team to rapidly execute all campaign deliverables, including lookbooks, retail signage, landing pages, email newsletters, and social media content—delivering a fully integrated campaign in time for peak-season rollout.

This project remains a defining highlight in Rachel’s career—merging high-level creative direction with concept development, real-time decision-making, and her love for shaping visual storytelling on set.

Editorial-grade campaign Visual Storytelling

Rachel shaped the creative vision for the campaign around a singular theme: Alpine Chic. Inspired by the elegance of ski culture and the crisp luxury of winter in the mountains, the art direction reimagined Marli’s fine jewelry against a surreal holiday backdrop—shot on the sands of Miami Beach with carefully staged artificial snow.

The resulting visuals were strikingly unexpected. Through high-contrast compositions, bold styling, and poised silhouettes, the imagery invited viewers into a hyper-stylized winter fantasy—merging the drama of editorial storytelling with the refinement expected from a global luxury brand.

Rachel worked closely with the photographer and styling team on set, ensuring every frame reflected the campaign’s elevated tone and narrative. From hero shots to layout crops, the visuals were crafted with precision—laying the foundation for all seasonal touchpoints across print, digital, and in-store environments.

Visual Direction
& Campaign Rollout

As Creative Director, Rachel oversaw the design and visual rollout of the Holiday campaign across all touchpoints. From premium printed lookbooks to dynamic digital content, she led the agency’s design team in translating the Alpine Chic narrative into a cohesive visual language that felt both luxurious and timely.

She ensured every asset met Marli’s standards of elegance while infusing the work with a sense of boldness and seasonal energy. The visuals were adapted seamlessly for each channel—social media, email marketing, web, and in-store signage—allowing for a unified experience that connected with customers across markets.

Under Rachel’s direction, the campaign delivered both in impact and execution, reinforcing Marli’s reputation for high-caliber creativity during one of the most competitive times of year for luxury retail.

Summary & Impact

Rachel’s creative leadership helped bring Marli New York’s Holiday campaign to life with clarity, confidence, and elegance. From concept development through on-set direction and post-production execution, she ensured the brand’s seasonal presence reflected both aspiration and precision. The results underscore the campaign’s success:

• 147% increase in overall engagement

• 48% growth in website traffic

• 60% increase in Instagram saves

• 37% increase in Instagram impressions

Through a seamless blend of editorial storytelling, high-impact visuals, and strategic rollout, the campaign positioned Marli as a standout in the luxury space during its most profitable quarter—while also marking a personal milestone for Rachel as a creative director.