Xfinity Festive Fleet Holiday Rewards Campaign

Award

2022 GMR Bulbies Award, Xfinity Rewards Program

The Big Idea

Knitted sweaters and blankets carry a feeling everyone already recognizes during the holidays, warmth, comfort, being cared for. Festive Fleet borrowed that same feeling to tell a different kind of holiday story, one where Xfinity employees show customers real appreciation in their end of year initiatives.

Project Role

Senior Art Director

Problem

Xfinity needed a holiday campaign that could turn its Rewards program into something personal, surprising customers and employees alike with real moments of connection, not just a promotional push. The campaign needed to scale across a wide range of formats, from long form video to retail spots to printed materials and gifts, all while feeling consistent and intimate at every size.

Project Goal

Design a visual language warm enough to carry that intimacy across every format. The concept, called Close Knit, drew from handmade, knitted textures to evoke the feeling of a home fire and a gift made with care, then merged that texture with Xfinity's own iconography and tech forward look, creating something that felt both handcrafted and unmistakably on brand.

The Work

The campaign spanned two long form videos, one with subtitles, a 30 second TV spot, and two 30 second retail spots, one without audio, each showing genuine moments of connection between Xfinity employees and customers during the holidays. The Close Knit visual system tied every piece together, appearing across printed materials, gifts, and video props, so the campaign felt cohesive whether someone encountered it in a 2 minute video or a 30 second silent retail loop.

Responsibilities

Art direction, concept development, visual system design, video treatment, print and gift design, cross format content oversight.