When Rockport’s global holiday campaign budget fell through, the ask was simple, but daunting: build something festive, inclusive, and brand-right using only in-house resources. No photo shoot. No big production. Just whatever already existed on the servers.

With limited assets and a global audience to reach, the challenge became not just making something out of nothing, but making something that could flex across regions, languages, and channels without feeling generic or disconnected.

The breakthrough came from a simple creative strategy: “Joy Is.” Open-ended and inclusive, the phrase became a way for each region to define what the holidays meant to them. These local expressions were woven into the visual system as design elements, becoming a textured, adaptable motif that could shift in language and layout while still holding together as a global campaign. Paired with imagery that emphasized togetherness and winter-themed treatments of Rockport’s existing photography, the result was a holiday campaign that felt both intentional and personalized, even though it was built entirely from reused assets.