Christmas Campaign for American Eagle

A playful holiday campaign for American Eagle, with a whimsical take on the traditions of the festive season. The campaign film features a young cast who stage a theatrical production of the holiday campaign itself, complete with a set of New York in winter and a miniature subway. The omnichannel campaign was highly effective at shaping behavior, motivating purchase consideration, jeans trial and store visits; the campaign drove a majority of consumers (including non-shoppers) to consider AE a holiday destination, increased desire to engage with AE, and consider gifting AE jeans.

Written and directed by Michael Goldberg

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