WHAT I DID HERE
As an Associate Art Director, I helped a team of designers and copywriters create clever landing pages and digital experiments. The catalogue designers still drove big decisions around seasonal campaigns and themes, but the digital team had license to be re-use those elements in creative ways. This was my first exposure to a big e-commerce platform and the level of sophistication still sticks in my mind today.
PROJECT WALKTHROUGH: VICTORIA FRAGRANCE
One of the most interesting challenges I worked on here was trying to sell a fragrance online. The company used the same perfume houses as other big names, like Dolce and Gabbana, but the brand wasn't associated with that level of quality. Our challenge was to raise the expectation of quality around a new upcoming fragrance. We sat down with the "nose" who explained the nuances and details of the scent: from collecting rain water at the top of pine trees in Italy to the challenges of large scale manufacturing. I remember him saying, "if we want roses in the scent we'll need to tell the world's supply of rose-growers a year in advance."
Since most people make a choice about a fragrance in the store, we decided to go with a very visual tour of the fragrance's notes. We used three layers of parallax and some blurring to create the sensation of cascading through the ingredients. The site was a hit.