#LOVE

After last year's successful launch of The Giving Hat, Kmart decided to bring the promotional item back for the 2016 holiday season. Proceeds from every purchase of The Giving Hat will help the children of St. Jude Children's Research Hospital who are battling cancer and other life-threatening diseases. To promote the hat and the ongoing collaboration between Kmart and St. Jude, my team and I set out to create an uplifting, authentic video centered on the question, "What does love mean to you?"