Consumers often make significant purchases during the December holiday season, which can lead to a temporary dip in sales during the New Year. The objective of the New Year Sale was to counteract this decline by leveraging the mindset of celebrating new beginnings. The campaign focused on promoting personalized necklaces, encouraging customers to start the year with a fresh, customized piece. I led the creative development of this campaign, conceptualized and set the tone and style, and collaborated with the creative team on asset production.