Approachable Snowman

Art Direction • Concept • Brand Narrative


Role: Art Director

Senior Copywriter: Lydia Abend

Creative Director: Jennifer Perry

Director: Taylor Toole

Snowman: Brian "BMac" McDonald

The aim for the 2019 Holiday season was to show that no matter who you are, Constant Contact can help your small business succeed. I developed the idea to take a misunderstood character and give them a rebrand. Meet the Approachable Snowman.

In addition to the video, we created a multi-platform campaign around this character that featured Constant Contact's website builder, social media tools, email marketing advisors, and e-commerce integrations.


This project was completed entirely in-house, on a budget of under $3,000. The video received over one million views and rave reviews from customers.