A series of global seasonal brand campaigns. Describing growth from marketing assistant to senior digital designer via asset management and delivery. Pushing story telling boundaries by knowing a piece of contents stretch across print, in store, on social, internatioanlly in different markets.
Credits:
Creative Director: Matthew Ellenberger
Campaign Styling: Lauren Rosenfeld
Design Director: Michelle Arrowood
In-House Photographer: Matt Hawkes
In-House Styling: Cara Eisel
Senior Designer: Joyce Woo
Branding & Design: Anni Peters
Digital Design: Masha Vainblat
Producers: Luke Perron, Alex Williams
This campaign explores an individuals paradise, a new one at home during quarantine. The concept came together with digital backgrounds, lofi photography and selfie-esque angles. For the first time customers are welcomed to shop an entire head-to-toe fashion look curated by Steve Madden.
Excerpts from the digital brand guidelines show a variety of ways to explore this campaign's branding elements for mobile first and app-friendly components. I created and built systems and templates that make the web experience more dynamic allowing the digital work to become more sophisticated. These dynamic concepts were implemented to pushing our team forward in the digital age to become leaders rather than followers.
Daily engagement via trends and quick to market high quality content
Small variety of strategy driven social concepts and stories designs pairing art direction and social media analytics and stats. Combining the creative with the analytics and using it to my advantage allow me to become a well rounded artist beyond just creative production.
A nostalgic homage to the original brand campaign launch creative, The New Originals emerged at a time where Gen Zillenial trends met returning styles from the early 90's. Bringing a pop art approach to connecting with consumers through creativity.
Photographer: Robert Ashton Baker
Photographer: Robert Ashton Baker
Senior Art Director: Joyce Woo
