Oh, What Fun!
Inspired by childlike curiosity, the 2025 Nordstrom holiday campaign is filled with a lighthearted spirit and unabashed sense of fun. Using larger-than-life expressions of celebratory play and high-energy moments, we invited our customers into our wonderful world of gifts and festive experiences — showing them that Nordstrom is the place where holiday wishes come true.
Developed from the accompanying 96-page catalog (which I co-designed), this 8-page mini-section for The New York Times Sunday Edition brings the same sense of inspiration and discovery to a national—largely non-customer—circulation. Our goal was to position Nordstrom as the ultimate gifting destination by featuring a wide range of curated products organized by recipient, expanding beyond what might be traditionally expected. The result: a 10% year-over-year increase in holiday sales and overall competitor market share.
Designer: Jacob Etelamaki
Copywriter: Jamie Kline
Copy Editor: Marcie Rouman
Creative Director: Nichole Deutmeyer
Art Director: Kim Robbins
Photography: Mat+Kat
Production: Jerome Seipp, Christophe Deppe
Program Manager: Beth Hicks
Press from The New York Times