Sam Ryder 'You're Christmas To Me'
For Amazon Music’s biggest Christmas launch of 2023, I partnered with them, Fifteen04, and Sam Ryder to bring “You’re Christmas To Me” to life – a nostalgic, feel-good campaign blending glam-rock with soft-hearted charm. This wasn’t just another seasonal single – it was a fully immersive brand world centred around Sam’s unmistakable charisma and powered by Amazon’s global reach.
At the heart of the creative direction was the idea of the artist as “Rock-and-Roll Santa” – a festive reimagining of Sam as a new-age Noddy Holder, with all the sequins, humour, and heartfelt joy that Christmas nostalgia brings. The role was to shape that persona across every touchpoint, crafting a visual identity that was as big-hearted and theatrical as Sam himself, yet grounded in the sincerity of the song’s message.
I delivered everything from custom campaign illustrations and limited edition merchandise artwork, to branded content for social, digital, and press. This included the design system for a bespoke campaign website, digital assets for TikTok and Instagram, and the production of out-of-home print and environmental graphics. I also supported the creative team on art direction for key visuals, including content used in tour promotion and music video treatments – all of it building a recognisable and emotionally resonant brand that matched the energy of the track.
One of the campaign’s centrepieces was “Sam’s Grotto” – a mobile tour bus dressed head-to-toe in campaign branding. The design blended retro Christmas charm with Sam’s glam-rock aesthetic, creating something both instantly nostalgic and completely ownable.The goal from the outset was clear: help Sam secure a UK Christmas Number One. While You’re Christmas To Me ultimately landed at No. 2, just behind Wham! — it was the first time Amazon Music had broken into the Christmas Top 2, and a landmark moment for Sam as an artist.
The approach was to channel Sam’s natural charm and showmanship into a timeless Christmas character. Inspired by 70s icons like Slade and Wizzard, we developed a campaign that felt nostalgic without being retro, playful without being novelty. This wasn’t about following Christmas tropes – it was about owning them. By combining storytelling, illustration, and a glam-rock aesthetic, we created a brand experience that could live across digital platforms, physical spaces, and live performance assets.
This campaign wasn’t just a promotional push – it was a fully realised creative world that made Sam’s Christmas debut feel iconic from day one.
to be continued
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Sam Ryder 'You're Christmas To Me'
For Amazon Music’s biggest Christmas launch of 2023, I partnered with them, Fifteen04, and Sam Ryder to bring “You’re Christmas To Me” to life – a nostalgic, feel-good campaign blending glam-rock with soft-hearted charm. This wasn’t just another seasonal single – it was a fully immersive brand world centred around Sam’s unmistakable charisma and powered by Amazon’s global reach.
At the heart of the creative direction was the idea of the artist as “Rock-and-Roll Santa” – a festive reimagining of Sam as a new-age Noddy Holder, with all the sequins, humour, and heartfelt joy that Christmas nostalgia brings. The role was to shape that persona across every touchpoint, crafting a visual identity that was as big-hearted and theatrical as Sam himself, yet grounded in the sincerity of the song’s message.
I delivered everything from custom campaign illustrations and limited edition merchandise artwork, to branded content for social, digital, and press. This included the design system for a bespoke campaign website, digital assets for TikTok and Instagram, and the production of out-of-home print and environmental graphics. I also supported the creative team on art direction for key visuals, including content used in tour promotion and music video treatments – all of it building a recognisable and emotionally resonant brand that matched the energy of the track.
One of the campaign’s centrepieces was “Sam’s Grotto” – a mobile tour bus dressed head-to-toe in campaign branding. The design blended retro Christmas charm with Sam’s glam-rock aesthetic, creating something both instantly nostalgic and completely ownable.The goal from the outset was clear: help Sam secure a UK Christmas Number One. While You’re Christmas To Me ultimately landed at No. 2, just behind Wham! — it was the first time Amazon Music had broken into the Christmas Top 2, and a landmark moment for Sam as an artist.
The approach was to channel Sam’s natural charm and showmanship into a timeless Christmas character. Inspired by 70s icons like Slade and Wizzard, we developed a campaign that felt nostalgic without being retro, playful without being novelty. This wasn’t about following Christmas tropes – it was about owning them. By combining storytelling, illustration, and a glam-rock aesthetic, we created a brand experience that could live across digital platforms, physical spaces, and live performance assets.
This campaign wasn’t just a promotional push – it was a fully realised creative world that made Sam’s Christmas debut feel iconic from day one.