Red roses have become the predictable default on Valentine's Day, despite research showing that 70% of women would rather receive something different. Partnering with Bloom & Wild, we challenged convention by taking a bold stand: not selling red roses on Valentine's Day.

The art direction brought this rebellious spirit to life by literally crossing out the iconic image of the red rose with bold black paint strokes. This disruptive visual device became the campaign's signature, rejecting the expected and championing individuality. Combined with a clean, contemporary aesthetic, the work helped Bloom & Wild cut through the sea of predictable Valentine's advertising with a simple but unmistakable statement.