In need of a new fall platform to create a greater seasonal sales driver, we imagined a holiday all our own: the Indigo Weekend. A new unofficial holiday for booklovers, the campaign allowed us to own seasonal sentiments and activities that aligned with the brand. Its resonance increased the depth, scope, and reach of the brand’s fall advertising efforts, and grew year over year. My role grew in kind, and In addition to writing for all mediums, expanded into creative direction for both video and image assets.