INDUSTRY:
FASHION
CLIENT:
SPORTING LIFE
YEAR:
2023
ROLE:
ART DIRECTOR
ART DIRECTION
about.
Campaign
A cohesive Mother’s Day campaign designed to create an engaging brand experience across digital, print, and retail channels.
Role
As Art Director, I developed the creative direction and mood boards, presented the concept to the CMO for approval, partnered with merchandising to curate products, art directed the photoshoot, sourced stock imagery when needed, created campaign assets for the design team, and supervised production across all deliverables.
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.
