Ad Campaign — Tattered Fox Publishing

The Brief

Why we
advertise.

The Problem We're Solving

Children's books are everywhere. The ones that actually get read — that get carried, re-read, loved until the spine cracks — are rare. Parents don't know how to find them. We're here to make that discovery feel like fate, not search.

Who We're Talking To

Parents who remember what it felt like to lose themselves in a story. Educators who are tired of assigning books kids resent. Gift-givers who want to give something that lasts longer than a week. And the kids themselves — though they'll find us through the adults who love them first.

The Tone

Warm but not soft. Honest but not harsh. We're a publishing house that believes children deserve extraordinary literature — and we say that out loud, without apologizing for it. The fox leads the way. He's been worn in by love, and that's the whole point.

Three Campaign
Pillars.

Nostalgia Without Kitsch

We lean into the feeling of a beloved childhood book — worn pages, soft covers, late-night reading — without being saccharine about it. The fox carries those memories without sentimentalizing them.

"That book you still think about."

The Fox as Guide

Every campaign touchpoint features the Tattered Fox as a guide — pointing, reading, peeking, leading. He is never the product. He is the invitation. The story is always something bigger than him.

"Follow the fox. Find the story."

Proof Over Promise

We don't say our books are great. We show what happens when a child finds a great book. Dog-eared pages. Flashlight under a blanket. "Just one more chapter." Those images do the selling for us.

"Books worth wearing out."

Creative Concepts

The Ads
Themselves.

Early visual concepts for the Tattered Fox launch campaign — social, print, and digital executions all rooted in the same world.

Concept 01

Brand Awareness — Hero Campaign

Lead visual for the launch. The fox front-and-center, character established, brand voice locked in. Works as a billboard, a full-page print ad, or a social cover.

Concept 02

Social — Character Moment

Designed for Instagram and Pinterest. The fox in a specific moment that tells a whole story in a single frame. Stop-the-scroll energy.

Concept 03

Email / Display — Seasonal

A warmer, occasion-driven execution. Gift season, back to school, bedtime reading campaigns. Leads with feeling over product.

Concept 04

Print / Outdoor — Tagline Campaign

Typography-forward execution built around the brand's core line. Pairs with the fox character in a supporting role — copy does the heavy lifting here. Subway cards, bookmarks, library posters.

Brand Assets

The Fox
in every form.

The Tattered Fox character library — each pose built for a specific campaign context. These assets are the visual backbone of every ad, social post, and brand touchpoint.