shutterfly
Create seasonal, multichannel marketing creative, driven by authentic, aspirational visual storytelling. Inspire customers to turn photos they love into meaningful, personalized gifts.
Challenge
Drive brand awareness and customer acquisition. Develop high-quality campaign creative at scale, across all channels, from concept to planning to completion. Tell an authentic story by developing stories around the products AND within the products, for seasonal drive times, special occasions and milestones such as Baby’s Arrival, First Birthdays, Graduation, Wedding.
Role
Created moodboards, concepts, and direction for seasonal marketing campaigns, featuring range of products. Concepted aspirational stories that were incorporated into the products marketed. Oversaw all brand photography. Directed photo shoots that generated assets across all marketing channels. Managed a team of art directors, copywriters, designers, photographers, and stylists. Established new photoshoot processes to optimize timelines and productivity.
Approach
Planned and considered the current and near-future needs of the various channels with business managers. Led creative brainstorms. Championed creative vision of creative content from start to finish.
Results
Quarterly seasonal multichannel marketing campaigns yielded increased sales and customer conversion. New processes resulted in efficiency and scalability.
Direct Mail
Creative Guidance
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Contributors:
Stephanie Yee, Creative Director
Lindsey Thomas, Designer