Big W's Christmas campaign, "How Good's Christmas," captures a series of authentic holiday moments through a mix of candid studio interviews and domestic scenes. The 15-second spot leans into a playful, clean aesthetic, utilizing live-action techniques to bridge individual reflections on seasonal preparations with intimate family gatherings.
Directed by Jesse Richards and produced by Poppet, the project features creative direction by Eric Franken. The commercial for the retail brand maintains a consistent visual flow, shifting between bright, studio-lit interview segments and warm, ambient-lit home interiors.
