Little by Little
Fable HomeThis holiday campaign was created as a joyful counterpoint to the season’s excess. As Creative Director and Art Director, I developed a concept and visual language that celebrates how holidays come together through small, meaningful moments. The work highlights warmth, everyday rituals, and shared joy—positioning Fable as a brand rooted in thoughtfulness, optimism, and connection.
Creative Director: Sung Lee
Art Director: Sung Lee
Stylist: Andy Chapin
Videographer: Justin Pelletier
Photographer: Ryan Voigt
Graphic Design: Kristine Nilan