Father’s Day 2020 CAmpaign

For Peter Millar’s Father’s Day campaign, I was tasked with building out the campaign in its entirety. I was part of the initial concepting, I art directed the soft goods portion of the on-location photoshoot and assisted in art directing the on-figure portion as well. Once we returned from the shoot, I made selects, coordinated with our retouching team and built out all deliverables in Adobe XD. I presented each concept during our review process and made all edits as well. For the overall theme, we chose “Memories That Make Us” in order to bring a sense of emotion into the campaign. We wanted to show three generations of “Peter Millar Men” sharing time together during the holiday weekend.

Role: Digital Designer, Art Direction, UX Design

Landing Page - Father’s day Gift Guide

The landing page is where we showcased our gift guide. We were asked to break out the featured products into categories so the shopper would be able to quickly find the types of products they were looking for.

Emails

We sent four emails overall during this campaign: A general Father’s Day email, an email catered to our Collection (high-priced) buyer, an email catered to our golf buyer and an email catered to our more laid back seaside buyer.

Social

For this campaign, we did a number of paid social assets as well as organic assets. Below you will find the organic assets.