Stitch Fix debuted a highly personalized shopping feature through a collab with body positivity advocate and influencer Katie Sturino. I wanted this campaign to be a bright and colorful experience to highlight the spring collection as well as Katie’s fun, sunny personality.
My role: Concept and creative direction across all integrated and go-to-market campaign assets and photo/video direction. Design direction, guidance, reviews, approvals, and presentations to leadership. Close collaboration with marketing, product design, engineering, SEO, social team, and merchandising.
Stitch Fix debuted a highly personalized shopping feature through a collab with body positivity advocate and influencer Katie Sturino. I wanted this campaign to be a bright and colorful experience to highlight the spring collection as well as Katie’s fun, sunny personality.
My role: Concept and creative direction across all integrated and go-to-market campaign assets and photo/video direction. Design direction, guidance, reviews, approvals, and presentations to leadership. Close collaboration with marketing, product design, engineering, SEO, social team, and merchandising.
A shoot with a cast of size inclusive and diverse models on a carefully constructed, imaginative set was planned. However, when stay-in-place orders were enforced around the country, we worked with our social team to find a cast of influencers who we vetted for their photographic aesthetic and great personalities. We gave remote art direction to the models and I was able to remotely attend still-life shoots.
Still and motion assets including a series of emails, Facebook ads, GDN/Google ads, Pinterest ads, Instagram posts and stories, as well as assets for various press outlets were created to target different audience segments.
As creative art director, partnered with copy director Jørgen Holst, and a talented team of designers: Megan Weeks, Michelle Fang, copywriter Pam Bryant and photo art director Dulci Edge, we were able to produce an impactful integrated campaign and a collection that sold through more quickly than targeted.
Overall, the campaign was a bright, lighthearted introduction to the spring season that caught the eye of many new customers.