National Embroidery Month
Creativebug — Seasonal Campaign
The Brief
National Embroidery Month presented a real calendar moment to drive awareness and class sign-ups around the Embroidered Sampler Passport Book daily practice class. The challenge was twofold: make embroidery feel exciting and contemporary to a younger creative audience, and make a 30-day commitment feel approachable rather than intimidating. The campaign needed to live primarily on social media with supporting email, optimized for mobile viewing.
Featured Artwork: Rebecca Ringquist / Photography: Maximille Gonzales
The Process
The central creative question was how to make embroidery feel fresh without losing the warmth and handmade quality that makes the craft appealing in the first place. A lot of needlework content defaults to either very traditional or very flat and graphic — I wanted something in between. Warm and tactile, but modern and colorful.
I collaborated with a photographer on the styled shoot, conceiving the visual direction and styling all imagery on set. For the social video content I shot independently on mobile, keeping the aesthetic consistent with the photography while optimizing for the informal, immediate quality that performs well on social.
The Solution
A seasonal campaign built around warm, tactile photography that positioned embroidery as joyful and contemporary. Assets included styled photography, mobile-first social video, social graphics, and an email campaign — all designed to make a month-long creative commitment feel inviting rather than overwhelming.
