OVERVIEW
Shutterfly is the category leader in photo-to-product creation. They help customers bring their photos and memories to life with cards, home decor, and other photo gifts.
In my work as Senior Art Director I led the team in developing our evergreen and seasonal campaigns, oversaw channel examples, and reviewed all marketing-creative for consistency. I collaborated closely with the photo team to evolve the brand photographic expression. shutterfly.com
BACK-TO-SCHOOL CAMPAIGN
My team was tasked with developing an impactful and inclusive brand awareness campaign to elevate our voice in the back-to-school space with new activations such as radio and TV.
APPROACH
This was an exciting hands on, fast moving project! We held daily sprints and developed four very distinct approaches to speak to different customer needs and product strengths.
The chosen campaign celebrated the unique quality and individuality of kids.
Once we landed on a concept I oversaw the development of a consistent visual system and collaborated with photo on styling multiple sets, creating props, and acquiring talent to meet our diversity needs.
OUTCOME
We drove a lift in traffic, strengthened brand awareness, and addressed the need for more diversity and inclusion in our photography.
INSIGHTS
This was not my team's favorite concept because it felt the least unique in the back-to-school space. What made it impactful and fun to work on was the sum of the parts: hand-drawn graphics, the sets, the kid's attitudes, and how well it translated into a usable system.
TEAM
Creative Director: Nicole O’Shea
Senior Art Director: Christina Clugston
Copywriter: Alex Peterson
Designers: Katelyn McDonough
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HOLIDAY CAMPAIGN
Our holiday campaign celebrated the value of personalization and encouraged customers to make their own unique gifts for everyone on their list. My team drove almost 40 percent growth in revenue with our direct mail holiday campaign.
TEAM
Creative Director: Nicole O’Shea
Senior Art Director: Christina Clugston
Copywriter: Alex Peterson
Designers: Nikki Decker, Terri Driscoll, Soni Obinger
Jr. Designer: Katelyn McDonough