Threads is a campaign by Graff inspired by Cat’s Cradle, one of the oldest games in recorded human history, played across cultures from Japan to Africa, Australia to the Arctic. Using this timeless reference, the collection was brought to life through intricate string compositions in still and moving imagery, reflecting the game’s artful simplicity and global resonance. I led the campaign from conception to completion, overseeing creative direction, art direction, and execution across advertising, content and social, digital and OOH ads, motion and animation, print production, and website design.