Gotham holiday campaign – Deden Fathurrahman

Gotham holiday campaign

Translating New York winter culture into a playful, explorable holiday campaign.

Project Gotham holiday campaign

Overview An immersive seasonal identity inspired by Where’s Wally, combining New York culture, fashion, humour, and cannabis references.

Disciplines Illustration, graphic design, art direction, promotional campaign

Year 2025

CHALLENGE

A festive, collectible campaign without losing Gotham’s fashion-forward identity.

The direction moved away from conventional seasonal imagery and toward an explorable New York winter world filled with hidden stories, humour, fashion cues, and culturally recognisable details.

Gotham holiday campaign window banner illustration — The main storefront composition establishes the campaign’s dense, exploratory New York winter world.

APPROACH

A visual world designed to reward repeated viewing.

Inspired by editorial illustration and Where’s Wally, each composition encourages people to discover small interactions, characters, and visual jokes. I coordinated illustrators, motion designers, and creative stakeholders across multiple time zones into one consistent language.

Motion turns the layered illustration into a time-based experience, extending its characters, visual jokes, and moments of discovery.

OUTCOME

One illustration system, extended across the whole campaign.

Treating the campaign as a world rather than a single artwork allowed it to expand into storefronts, gift wraps, merchandise, animation, social content, and stickers while staying cohesive. The work was strongly appreciated by the client and Design Pickle team, then highlighted in the company’s quarterly meeting.

Gotham holiday campaign installed in a retail environment — The finished retail installation shows how the illustration carries the campaign into a physical customer touchpoint.

Gotham holiday campaign storefront application — A second storefront view demonstrates the system’s consistency and visibility at real-world scale.