ROLES: DIGITAL DESIGN DIRECTION, LAYOUT, CONCEPT DEVELOPMENT, UX, TEAM LEAD
Situation:
CitySwept is a dry conditioner, finishing mist with a weightless texture all resulting in a ‘street-styled’ finish.
The product falls into the hybrid category of a wax/ cream/ hair spray. Bumble and Bumble was taking more of a CPG approach to introducing this texture oriented product. They were also aiming to broaden their reach to younger more DTC oriented consumers who might bypass the salon or stylist as their core access point.
Campaign Landing page with Parallax Scroll
Task:
The goal of the campaign was to expand the market reach for easy low key gritty/ polished street style inspired looks that related to Bb’s downtown New York heritage.
Direct to consumer approaches and relatable behind the scenes, off set vibe where a big part of the inspiration for the digital approach.
Action:
Texture, handwriting, grit, raw edges and collage were key style elements to tie the features approach together.
For the central editorial landing page, B-Roll photography and video were shot with the priority to support a parallax scroll experience. This would in effect create an illusion of depth and perspective as the user moves down and up the page. The landing page would showcase styling recipes in "how-to" videos so the customers could recreate the looks from the shoot.
Instagram and Facebook were used to promote the feature. YouTube was used to support the how-to video recipes for further organic social distribution of the campaign.
The style recipes and related user generated content were launched in the product detail pages to give the campaign a cohesion and reinforce the tie to influencers and every day style street style and a key theme.
Results:
This campaign introduced the broadest integration of user generated content in the product detail pages and the practice was so well received it carried through on subsequent product release campaigns.
The use of B-Roll and secondary video to supplement principal hero photography became a broader campaign practice.
Principal campaign photography Danielle Levitt. Secondary photography Toni Morris and Adrian Cabrero. Video Direction Toni Morris. Digital Design Direction and UX Catherine Mouttet Addition Layout Jen McKeon and Thea Kennedy Copy writing Alysha Brown, Executive Creative Direction Brett Dean