ROLES: PHOTO ART DIRECTION, EDITORIAL CONCEPT, TYPOGRAPHY, LAYOUT AND DESIGN
Situation:
Bloomingdale's created partnership content to profile Home and Wedding Registry partners. Waterford Crystal came to Bloomingdales looking to produce an OMNI channel feature. The brand legacy of fine crystal did not resonate with contemporary couples and they were hoping to find a way to put a new spin on their products.
Task:
I had to come up with a digital concept that would be eye catching and immediately communicate a fresh take on crystal. Our creative director suggested thinking about multitaskers and I framed this as super hero transformations.
Action:
Op-art and graphic patterns were another inspiration point and easy to add to create dramatic animated transitions.
The photo direction was stark, high contrast with vibrant color pops.
At the time Pinterest was just becoming an interesting space to look at organic traffic so it was factored into the concept.
Email Design
Result:
Waterford was really excited by the result. Because of the product lifespan the feature had a long run on Bloomingdales.com and was reprobated in store and in the wedding registry book given to couples when they register.
This was one of the first times that digital creative drove in store and print material for a true OMNI channel media experience.
This feature would become a gateway for further digital first creative in the registry category.
Copy Direction: Karen Newman, Design and photo direction: Catherine Mouttet Executive Creative Direction Sophia Tang