Back to School 2026

I helped bring Back to School to life across in-store and digital experiences, developing the concept and art directing the CTV spot for parents and teachers. The campaign revived Staples’ iconic “Most Wonderful Time of the Year” TV ad from 30 years ago. We injected new life into the much-loved, nostalgic idea, giving it a contemporary point of view for today’s families and teachers.

The 2026 strategy was all about value, so the work needed to drive home affordability while still feeling energetic, memorable, and bigger than the budget allowed. I got a little creative with our creative resources and stretched our production dollar without cutting corners

The end result? A polished CTV spot and cohesive campaign that balanced the emotional pull of nostalgia with the practical message of savings.

Role: Creative Director

CTV storyboards