work / about fun / resume


Hallmark Channel

Lighten up

Hallmark gets a lot of sh*t for sticking to a formula. “You know exactly what you’re gonna get,” they say. “There’s always a happy ending.” But why is that a bad thing? Life is dark. The news is dark. Even our entertainment, designed to help us destress, is dark! At the Hallmark Channel, we know that so-called “mindless” entertainment isn’t meaningless entertainment. We’re reclaiming the narrative. Rebranding to show that being positive isn’t a negative. Telling the world to Lighten Up.


AD: ya girl / CW: Nick Gonzales