Role: Art Director, Lead Designer

I had the privilege of art directing and leading a small team for the 2016 Mother's Day Global Campaign. I led Campaign Branding & Creative Development, Digital Collateral, and Gifting & Seeding Package Design.

The brief called for e2e branding & development, on- and offline digital collateral, and a new seeding experience in under a month. I also art directed and executed digital assets for Beats’ homepage and 3P retailer sites like Amazon, Target, and Walmart. Because we didn't have the budget to re-shoot, I resourcefully recycled existing assets from a previous campaign which presented unique branding challenges.

Within a month, I successfully achieved stakeholder buy-in and alignment on the final design.

Objective

Reach core Beats audience of young music lovers and brand advocates looking to give mom a unique gift. Build awareness and consideration and drive sales by delivering relevant, inspiring content and message.

Solution

Delivered big idea brand campaign and creative: copy, visuals, bespoke seeding/packaging X, digital retail assets, emails, website, social content extension, and paid media for the US, DE, AU, CN, JP, FR markets.

Audience Research

Hero / Key Visual Development

Challenge and constraints

The key challenge was time and resources. We didn’t have the budget to shoot, so I had to reuse existing photography from the Valentine’s Day campaign earlier that year. I also worked closely with my 2 copywriters to get the message right.

After a few rounds of iterations, I was able to gain alignment and approval from marketing and creative leadership to start production. I worked quickly art directing two production artists to propagate key art to assets, including the homepage banner, digital ads on 3P retailer sites, email, and social media.

Print Asset Production

Gifting and Seeding Experience

Beats’ "gifting" or "seeding" experiences – gifting in the case for Welcome to the Family, and seeding in the case of sending new products to influencers to promote in their circles. Marcom was responsible for creating package designs for every retail event, and I enjoyed wearing the different hat of doing 3D visualizations of bespoke OOBE packaging when not consumed by campaign creative development.

Challenge

Packaging for Mother's Day presented unique challenges since the headphone gift was to be seeded with a bouquet of flowers. Only unlike the Valentines Day campaign, I had to ensure the flowers didn't wilt or rub off on the headphones– a complaint from our recipients because the gifts were delivered in a closed box for Valentines.