The Spring Launch campaign is an evergreen messaging and design framework which is a departure from Lovevery’s typical lifestyle photography. The collateral produced was the second highest performing creative of Q1 2022 with a promotional list size reaching 1.52 million.
Spring Launch
art direction, digital design, illustration, fabrication
background:
Lovevery carefully designs baby toys with the help of experts, using high-quality materials like natural wood, cotton, and soy plastics. These are delivered in kits as your baby grows, so they always have developmentally appropriate toys to play with and learn from. Historically, Lovevery focuses on lifestyle photography. I wanted to test whether environmental context provides too much of a distraction from the brand value of the products.
problem:
The Spring Launch creative needed to cover various digital and physical channels, identify, and serve different messaging, but provide a consistent experience that feels like Lovevery. The team recently built a creative photography studio in office and I launched use of the space with this concept. I faced two main difficulties concepting for this campaign. We did not have runway to put together a lifestyle shoot to meet the messaging demands of the lifecycle team. And second, I wanted to see how well we could bring a concept of seasonal play in the form of conceptual set pieces without distracting from the value proposition our products offer.
roll:
art direction
collaborative copywriting
ux,ui
child wrangling
research
illustration
paper cut sculpture fabrication
tools: photoshop, illustrator, procreate, figma
timeline: 2 weeks
solution:
With tight deadlines to launch multiple touchpoints, I pitched an in-studio concept outside of and less prescriptive than Lovevery’s usual lifestyle photography. I designed, illustrated, and fabricated papercut flowers using the laser cutter and other equipment belonging to our physical product team. I worked closely with our new director of photography to wrangle kids, plan tickle attacks, shoot pics, and composite our assets. We encouraged sensory exploration, hiding and finding, sound making and other activities to engage the kids and showcase the educational play products for stage-based learning.
