Blank Street unveiled a drink lineup in Winter 2024 that was tailor-made for a cuddled up holiday rerun marathon. I worked with Composite Co. to develop a campaign art direction and apply it to retail assets, merch drops, activations and a TV-themed microsite.

We didn't stop at building a tinsel-lined den, we also created Blank TV - a full lineup of seasonal programming for customers to discover.  Inspired by nostalgic Christmas ads, late-night infomercials, a cooking show and even the 24/7 fireplace channel, we simulated the holiday channel-surfing experience on a microsite that felt almost like the real thing. Clips from the channels were also used to build intrigue on socials.

As part of the campaign, we released a set of limited-edition products, including a holiday blend, playing cards and even boxer briefs. We worked with Composite Co. to develop the packaging and marketing materials that felt in-line with our time-warped holiday universe.

To bring the campaign to life, we hosted a series of TV Dinners - cozy and kitschy full course meals, with dishes inspired by each winter flavor served in festive telethon-style surroundings. We constructed a stack of actual vintage TV's to illuminate each event with the soft glow of BTV, and also installed these stacks in various store windows to play 24/7.