Christmas Jars Key Art

Overview
BYUtv produced a movie adaptation of the New York Times bestseller Christmas Jars, and needed key art to support its marketing campaign. The artwork would be used across promotional channels, including movie posters, DVD packaging, and a limited-edition book cover.

Role
Concept Development, Art Direction, Presentation Design

The Challenge
The visual direction needed to blend the enchantment of Christmas with the emotional heart of the story. Key themes included warmth, generosity, and a central symbol—a jar of coins. The challenge was creating an image that felt magical and heartfelt without leaning too heavily into cliché.

The Solution
I concepted an image of red mittens gently cupping a jar of coins, subtly forming the shape of a heart. The jar was backlit with soft fairy lights, while a blurred background of warm, glowing bokeh added a touch of holiday magic. The composition conveyed intimacy and wonder in a grounded, cinematic way.

The Impact
The final artwork was used across multiple platforms—including movie posters for special screenings, DVD packaging sold at Walmart and Deseret Book, and a custom book cover for promotional release. It successfully captured the emotional core of the film and served as a visual anchor for the campaign.