PROJECT DETAILS
Every year, the TaylorMade eCommerce and Digital Marketing teams orchestrate a holiday campaign. Although this is a critical aspect to meeting annual revenue targets, it is only allotted a shoestring budget for set design and photography. As such, the products were shot in-house, with only ribbon and wrapping paper for props. As the holiday design lead, the steps I followed were concepting and pitching the idea, art directing the product laydowns, photographing, and finally retouching the images. Once the images were edited, I utilized them for a wide variety of site assets, emails, and affiliate advertising. When all was said and done, this campaign was highly successful with profits up 34% from the prior year.
ROLE
Art Direction, Photography, Post Production, UX/UI Design
Holiday Gift Guide Landing Page (Desktop)
THE HOLIDAY GIFT GUIDE
This page was created for the 2017 holiday season. Products could not be shown in the gift guide section, as they would go out of stock too quickly to remain relevant category images. Instead, I designed festive hover effects that aligned with the holiday interaction design in the main navigation. The wiggly underline was designed to call attention to the campaign from an otherwise indistinguishable nav link.
PHOTOGRAPHY
Above are some of the untouched product shots I art directed and photographed for the holiday campaign. Campaign colors, background angles and surface textures were added in during post-production.
The Homepage Carousel Featuring Holiday Image Assets
Holiday Carousel Images
HOMEPAGE CAROUSEL IMAGES
These are a few of holiday carousel images I designed for the TaylorMade homepage. The carousel only featured holiday image assets for the month of December and part of November.
A Selection of Holiday Emails
HOLIDAY MARKETING EMAILS
I created a number of holiday emails for this campaign. The top nav and footer were also updated to match the rest of the campaign look/feel. We ran our “Wrap Like A Pro” campaign simultaneously, so there are several emails in which this promo was featured as well.
Wrap Like A Pro Landing Page (Desktop)
WRAP LIKE A PRO CAMPAIGN PAGE
Few gifts are as difficult to wrap as a golf club. Wouldn’t it be nice to have a pro show you how to do it? Well, that was the idea behind this fun product giveaway. Our brand teams went out and filmed our top pro athletes while they laboriously wrapped a single golf club. Viewers were encouraged to enter the sweepstakes for a chance to win the very same athlete-wrapped club that appeared in the videos. The goal and ultimate outcome of this campaign was to increase brand awareness and engagement, as well as to increase our email database.
