Seasonal Retail
Campaign Direction

Role
Junior Art Director

Timeline
4 Weeks

Tools
Adobe Photoshop, Illustrator, InDesign

As the Intermediate Designer at Toys“R”Us Canada, I was tasked with developing the creative direction for one of the brand’s largest seasonal campaigns: Toys“R”Us The Great Outdoors. Running each spring, this campaign celebrates the excitement of outdoor play by showcasing bikes, scooters, backyard playsets, and all the essentials that spark kids’ imagination and adventure outside.

Inspired by retro road-trip and camping aesthetics, the visuals capture the joy of imagination and adventure that defines both childhood and the Toys“R”Us spirit. Warm tones, playful typography, and layered textures brought a nostalgic, feel-good energy to the brand.

The campaign was brought to life across multiple channels, including store signage, email marketing, the website, and the Spring Outdoor Guide flyer. Every touchpoint reinforced the Toys“R”Us brand promise — to inspire imagination and make play a part of every family’s adventure.

Project Overview

We built a campaign that felt warm, adventurous, and full of life, inspired by the nostalgia of retro road trips and backyard play. The design centered on human connection and imagination, using bold, sunny colors, textured visuals, and playful typography to evoke the joy of getting outside. Every element, from signage to digital assets, worked together to create a cohesive, feel-good identity that celebrated exploration, family moments, and the timeless spirit of play.