The Everything Drawer™ Campaign

For our 2026 April Fools campaign, we set out to create something that felt both unexpected and instantly familiar. The idea for The Everything Drawer™ was rooted in a simple insight: everyone has a junk drawer, especially at work. We elevated that concept into a curated product—transforming a chaotic assortment of items into a deliberate, design-forward collection of office essentials that people didn’t know they needed, but immediately recognized.

My role

I led the end-to-end creative execution of the campaign. I designed the landing page to reflect a clean, modern e-commerce experience that grounded the concept in credibility. I also art directed and photographed all campaign imagery, focusing on a minimal, elevated aesthetic that contrasted with the inherently messy idea of a “junk drawer.” In collaboration with a copywriter, I helped develop the campaign voice and messaging, ensuring it struck the right balance between playful and believable. Additionally, I sourced and assembled the products included in each drawer, translating the concept into a tangible, real-world offering.