INDUSTRY:
FASHION
CLIENT:
SPORTING LIFE
YEAR:
2023
ROLE:
ART DIRECTOR
ART DIRECTION
about.
This Mother’s Day campaign was designed to create a cohesive and engaging brand experience across digital and retail channels. As Art Director, I led the creative vision, ensuring the campaign connected emotionally with customers while supporting key business objectives.
execution.
I developed the campaign concept, mood board, visual system, and art directed the photoshoot. Due to limited photography assets, I carefully sourced and curated stock imagery that seamlessly matched the campaign aesthetic. I collaborated closely with merchandising, e-commerce, and marketing teams while guiding designers through execution across web, email, social, digital advertising, POS, OOH, and print.
results.
The campaign launched successfully across all customer touchpoints with a consistent and scalable visual system. The combination of original photography and curated stock imagery created a cohesive brand experience, maintaining strong visual impact and consistency across every channel. Due to its strong performance and positive reception, the creative direction was extended and evolved into a matching Father’s Day campaign, ensuring continuity across seasonal marketing initiatives while maintaining brand consistency and customer engagement.
