PITCH / VISUAL EXPLORATION
As the lead creative for holiday, I oversaw every step of the project working with multiple teams to ensure campaign consistency. The idea behind this campaign is to tap into that magical feeling 90s kids felt getting toy catalogs in the mail and building a wishlist of everything they wanted. It's loud, eye-catching, nostalgic, and was easy to translate across international markets being holiday-neutral. Worked with multiple designers and copywriters to concept a direction and create a pitch deck for the eCommerce holiday sales push. Presented concept deck to multiple stakeholders for approval with the lead copywriter, Kirstin Lorin.
Once approved, the designers and I built multiple moodboards within Figma which were referenced during the visual exploration phase. The 4 of us went ham coming up with patterns, textures, type treatments and layout ideas eventually coming together to build one big working file of the best picks. I took this Illustrator file and started compiling campaign looks together using everyone's elements to start building the style guide.
Creative Lead: Aliana Rood; Design Support: Kim Koob, Cliff Yang, Ivan Canevaro, Joshua Williams, Victor Ochoa;
Developer: Jeremy Tani; Copy: Kirstin Lorin, Earl Colomb, Paul Munger, Kirk Damato; Video: Casey Barteau; Producer: Jason Bevley
Developer: Jeremy Tani; Copy: Kirstin Lorin, Earl Colomb, Paul Munger, Kirk Damato; Video: Casey Barteau; Producer: Jason Bevley
KEY ART COMMISSION
Worked with 3D artist, Rachid Loft, to create whimsical key art showcasing a magical toy box filled with merchandise that is offered through the Shop. The key art was intended to be used to launch the My Anime Wishlist tagline to kick off launch of the Gift Guide. Below you can see Rachid's process as a time lapse.
APPLICATIONS
Worked with the lead Copywriter to oversee the execution of 350+ digital assets over the course of 2 months to ensure proper execution of holiday style guide. This includes landing pages, Shop site assets, email, paid media, video, social, shoppable, blog and international needs. The Gift Guide landing page is the first time the Shop site had their holiday campaign living within the Shop and had the capability for a subscriber to add to their wishlist directly from the page. They ended up being the highest performing pages in terms of sale conversions for 2021. Each campaign has a distinctive look and feel but was able to use virtually the same template builds throughout the campaign for efficiency. Most assets were built within Figma which allowed designers to tag team projects, was easy to access and keep track of assets. PRE-BLACK FRIDAY (11.1 - 11.8)
PRE-BLACK FRIDAY: GIFT GUIDE LAUNCH (11.15)
BLACK FRIDAY (11.26 - 11.28)
CYBER MONDAY (11.29)
Moving model shots shot with a stereoscopic camera (35mm film), used as the main image for product detail pages.
HOLIDAY (12.1 - 12.26)
END OF YEAR (12.26 - 1.2)
