Fall Essentials | Category Stylebook
Overview: Responsible for campaign conception and overall creative direction for styling, art direction, photography, copy and design. Partnered with merchandising leads on trends and key buys to feature within campaign. Also, concepted this site functionality (called a 'category stylebook') as a way to keep our user within the category shopping experience. This piece lives at the top of the category page and allows her to see the breadth of collection as well as styling and shop everything below it without leaving the shopping path.
Execution: Shot in Pittsburgh on location. My staff photographer and stylist scouted the location and executed the shoot. One of the things that we wanted to convey beyond the merchandising was an editorial slant, so we added the apple cider recipes to drive to the blog.
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