Creative direction

As a Digital Designer at QVC, I've had many opportunities to work on photo shoots for online campaigns. On those type of projects, I would work closely with the photographers to come up with the best concepts for each campaign. I would also give them directions on the specific assets needed for the digital stores.

Christmas gifting campaign

The objective of this campaign was to promote twelve different Christmas gift categories. My concept was to focus the shoot around hero products and use some probs to create the Christmas feel.

As the rest of the Christmas campaign (trends, home décor, food, etc.) had been photographed at a location, in real room settings, I opted for flat lays to differentiate from the other Christmas stories.


My approach was to use a few coloured probs (red, green gold) on a grey/white floorboard background to better reveal the Christmas look and make the products stand out. For some of the panels, we used snowflakes to add some texture.


As we would end up using the images on multiple website panels with various dimensions, the challenge was to find a concept for the composition that would work with the different panel specs without creating too many settings for each of the twelve categories. The solution was to concentrate the products towards the centre.

Photoshoot outcome

Working closely with the buying team to review the samples and in collaboration with the photographer, I selected the products featured in the shoot. The result of the photoshoot matched the brief and creative concept. The assets were used on many pages of the QVC website for the whole duration of the Christmas campaign.

Category module on the Christmas shop page

Tech gift panel on mobile

Tech gift panel on desktop




Fashion Jewellery

Food & Drinks

Fragrance & Candles

Garden & Leisure

Shoes & Handbags

Home & Kitchen

Luxury Jewellery



Gift Wrap