Summer Sale Campaign
SERVICES PROVIDED:
- Creative Direction
- Photoshoot styling & execution
- Campaign planning
Project Overview: For this seasonal campaign, I led the creative development and execution of a playful and visually arresting concept that reimagines summer iconography through the lens of fiber arts. The hero image—a vibrant red skein of yarn styled as a hot dog with mustard—paired tongue-in-cheek summer nostalgia with bold graphic design to create instant visual impact and shareability.
Goals and Strategy:
Drive engagement and conversion during the summer slower revenue season.
Create a high-retention visual that surprises and delights, sparking social shares.
Reinforce the seasonal theme (“Summer is for Stitching ”).
Maintain Knit Picks’ tone of approachable creativity with a wink of humor.
Execution Highlights:
Directed styling and photography, ensuring a vibrant color palette, nostalgic textures, and a crisp summer aesthetic.
Collaborated cross-functionally with marketing and web teams to ensure consistency across digital and social touchpoints.
Implemented a cohesive set of campaign assets for web, email, and social, optimizing for responsiveness and conversion.
Outcomes:
Increased revenue and engagement across email and social compared to the previous seasonal campaign.
Strong community response, with significant organic sharing driven by the novelty of the visual.
Reinforced Knit Picks’ brand identity as playful, unexpected, and joyfully creative.
