Father’s Day Campaign 2018
Marketing Campaign | Art Direction | Graphic Design | Photographic Styling
CLIENT
The Grommet is an eCommerce platform that launches undiscovered products and supports local makers and small businesses.
BRIEF
Come see what we found is a concept that was initially developed by our creative partners at NAIL agency. It aimed to appeal to people’s desire for novelty and unpredictability by piquing their interest in what is possible to find on The Grommet. The visuals consisted of mysterious wrapped gifts and this approach had been used in 3 different previous campaigns. My role as the art director and lead designer was to create a Father’s Day campaign using the same concept but elevating it by introducing people holding the gifts. I also created all of the deliverables.
SOLUTION
The concept I developed consisted of 3 different models holding an intriguing wrapped gift behind their back, looking ready to surprise dad. Using models was a great way to add a human touch and reinforce the idea of gifting but it was also important for the gifts to remain at the front and center of the campaign. To achieve this, I selected bright colors for the wrapping paper and neutral colors for the background and clothes. Not showing the people’s faces further placed emphasis on the gifts. It also helped with the need for a tight crop since the space available for campaign messaging can be extremely limited.
Given the low budget, we wrapped the gifts ourselves and we had employees and friends modeled for us.
OUTCOME
A compelling Father’s Day campaign with a fresh take on an older concept.
ROLE
Art Director/Lead Designer
TOOLS
Adobe Photoshop, Adobe Illustrator, Adobe InDesign
DELIVERABLES
Campaign images
Landing page
Emails
Display banners
Social media assets
Print catalog
Photographer: Tim Renzy
Copywriter: Christine Wright
Partners: NAIL Agency
Client: The Grommet