The Ask

Publix Super Markets asked us to help them celebrate the holidays… not just with polished perfection, but with the real, personal traditions their customers cherish.

The Project

Together, we created A Toast to Tradition, inviting fans to share their holiday rituals, the serious and sweet, the silly, the wonderfully weird, and bringing them to life in real time on social.

From a live, collaborative studio of food stylists, photographers, illustrators, creatives, community managers, and clients, we recreated submissions as they came in. I helped lead the creative engine behind it all, shaping the tone and guiding the work so it stayed cohesive amid the festive chaos.

The result was a fast, joyful, and deeply human holiday campaign that felt like it was unfolding with the audience, not just for them. It was a whole lot of chaos topped with just enough sugar.