CreativeLive: Art Direction
BRIEF: Concept and execute CreativeLive’s 2016 Holiday campaign. Art direct a holiday-specific branded photoshoot.
ROLE: Art Director/Lead Designer
SUMMARY: As the main theme for the campaign was “Live Your Dreams,” I developed a shot list of scenarios that represented all types of creators – fashion designers, rappers, bloggers, and more. This was the first company campaign that was created with no stock imagery whatsoever as we kept all photography, videography, and talent in-house, using our own creators (employees) as models.
Creative Director: Vasco Morelli / Art Director & Lead Designer: Rachel Frankel / Director: Jake Rossilli / Videographer: Daniel Petersen / Photographer: Casey Cosley / Producers: Liza Ruzer & Jaime Roberts
Many employees at CreativeLive have “second lives” pursuing their additional creative passions, and it was this detail that brought a new level of authenticity to our brand. I collaborated with a team of 7 on this shoot, providing visual direction, prop and wardrobe styling, and improvised new shot directions when we faced logistical challenges with existing compositions. Together, we captured imagery and footage that featured real people in moments of the creative process.
Following the photoshoot, I collaborated with CreativeLive's post production team to roll out the visual assets for the entire holiday site-wide marketing campaign, encompassing nearly twenty different sale phases within three months. The visual assets included emails, banner ads, social media graphics, and video elements.
This campaign, in combination with the merchandising strategy, resulted in unprecedented revenue streams and increased traffic over the sale period, marking the highest ranking days of revenue in the history of the company.