TOMS FALL CAMPAIGN
This was the first season TOMS scrapped the print catalog for an all-digital season.
I was the lead creative on this campaign which in addition to the digital catalog, included retail (windows), social media, emails, and wholesale.
Another first for TOMS during this season: giving in the USA. Until this time, TOMS was known for its international shoe and sight giving based on its One for One model–for every pair of shoes or eyewear purchased, a child receives a pair or shoes or a person’s sight is restored.
I lead the team that organized the shoot–I scouted the location, organized shot lists for two photographers (Clarke Tolton, lifestyle and Dunja Dumanski, product). During the shoot, I styled all the product shots. I also worked closely with the video team to synchronize field footage from the giving trip with the product promotions. In post production, I lead a team of designers who executed the final artwork for production.
Another first for TOMS catalogs was grouping product by “trend”-an idea I pushed in an effort to push the brand’s product in a more visually compelling way.
- Project Roles
- Art Director
- Adobe Illustrator, Adobe Photoshop, Art Direction, Cat Herding, Children, Conceptual, Content, Creative Direction, Documentary, E-Commerce, Fashion, Integrated, Interactive, Low Budget, Maintaining Schedules, Mixed Media, Retail, Social
- Apparel, Blog Templates, Brand Films, Branded Content, E-commerce Platforms, Websites
- Project Industries
- Lifestyle, Retail