Dollar Tree

I used my custom agent, Iris, on the campaign. I frequently inputted my ideas and concepts and asked her to check for consistency with the brief and my completed work to ensure a cohesive pitch deck.

Iris also assisted with modular tagline ideas and wrapping paper patterns, such as the hero image on this page.

For young adults navigating tight budgets and real-world uncertainty, the holidays don’t feel magical, they feel overwhelming.

Tension

Culture still celebrates picture-perfect, high-gloss holidays that ignore how most people actually live right now.

insight

Dollar Tree can show up as the quiet co-conspirator that helps people create real, meaningful moments of care without shame, pressure, or unrealistic expectations.

opportunity

Rewrite the Holidays

Signature Line:

Modular Tagline System:

Handwritten positive reframe

“Shame word”

my Campaign pillar Moodboards

  • Collective Care

  • Tender realism

  • Warm defiance

hero film storyboard

Guy realizes he is late to a holiday party and becomes stressed. He runs to Dollar Tree, chooses a holiday bundle from the $5 bundle endcap, and while checking out notices the free gift wrapping station. He leaves the store with a wrapped gift and a smile on his face. When he arrives at the party, he notices everyone else already inside, looks at his gift, and labels his gift and effort as “last minute.” As his friend greets him at the door with a smile on his face, his negative thought of “last minute” is crossed out and replaced with “right on time”. Guy walks inside and the video widens out to a wintery street and “Rewrite the Holidays” and the Dollar Tree logo fade in to end the video.

ooh mockups

endcap mockups

Dollar Tree knows every dollar matters during the holidays.

So we curated gifting end caps that stretch budgets, not people.

$1 items. $5 bundles. $10 upgrades.

Helps shoppers walk in unsure and walk out proud.

AI Generated Wrapping Paper Patterns

Free Gift Wrap Station Mockups

The hidden costs of the holidays add up.

Dollar Tree is covering them.

Free wrapping paper, tape, and gift tags all season long.

Dollar Tree helps shoppers stay on budget and still show up with something special.

Activations: Rewrite wall & angel tree fund

The Rewrite Wall is where stress gets crossed out and kindness gets written in. 

Shoppers leave little notes on the wall next to checkout about how they showed up, for themself or others, creating a warm, imperfect, human collage of real holiday magic.

You don’t need a big budget to make a big difference.

At checkout, you can add any amount (from spare change to something more) to our Angel Tree Fund.

We will take all the donations and fulfill each tag to ensure every angel feels the magic of the holidays.