Pinterest Goes Castlecore with Yetis and More in Fantastical Autumn/Winter Refresh

Pinterest’s 2025 brand campaign, created in-house by the brand’s House of Creative team, has been all about how the platform helps its users search in a different way – moving away from the algorithm and towards a more intentional, personal experience.

These latest additions for the Autumn/holiday season – two 30-second spots directed by Iconoclast’s directorial duo, Alaska (Gustavo Moraes and Marco Lafer) – take viewers into magic worlds to showcase Pinterest’s visual search feature.

With VFX from Parliament, the protagonists are whisked into a medieval manor for ‘Castle’, and a snowstorm shopping-spree for ‘Fuzzy’, one becoming the belle of a spectral ball, soundtracked by Billie Eilish’s ‘you should see me in a crown’, while the other gets fashion inspiration from an abominable (but totally adorable) snowman.

“Building off the insight that people often struggle to find the right words to describe a style or aesthetic they like, this campaign shows how Pinterest's visual search bridges that gap,” said Xanthe Wells, VP of global creative at Pinterest, speaking with LBB.

Sometimes all it takes is just one word to spark the inspiration needed – whether someone is looking for new clothes, a décor update or something else. Pinterest recognises this and so used everyday objects in the spots – a fish tank decoration and a baby’s blanket – to act as starting points for discovery, and portals to fantastical new worlds via the platform.

“We build tools that let users unfollow the algorithmic average and carve out their own unique territory on Pinterest,” said Xanthe. “The campaign represents a significant evolution in how we're positioning Pinterest as a platform for intentional discovery and personal expression, shifting our narrative from 'here's what's popular' to 'here's how you find what's uniquely right for you’.”

From now through November, the campaign will run on media placements across the US and UK, courtesy of agency Mediahub. Pinterest has also partnered with the New York Liberty basketball team to dress the mascot, Ellie, in Pinterest-inspired looks across paid social and DOOH ads throughout New York during the WNBA playoffs and finals in mid-September.

Other media placements in the US include Roku's Marquee Video Unit, Peacock Pause Ads and ‘Wicked: For Good’ theatre takeovers. Other partnerships in the UK include Snapchat First Lens Unlimited, VERSUS women's football, and immersive IRL media activations with the agency Hot Sauce. Additionally, the creative will run across strategic channel extensions in digital (direct, social, display, OLV), streaming TV, linear TV, cinema and custom content partnerships.