father’s day 2021 campaign

For this year’s Peter Millar’s Father’s Day campaign, I was tasked with building out the campaign in its entirety. I worked with the copywriters to pitch an initial concept to our exec team, 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 image selects, coordinated with our retouching team and built out all deliverables in Adobe XD. I presented the assets during our review process and made all edits as well. For the overall theme, we chose “Meaningful Moments” in order to bring a sense of emotion into the campaign. We wanted to show a full day of father/son activities while still keeping the main focus on the dad.

Role: Digital Designer, Art Direction, UX Design

Landing page – Father’s Day Gift Guide

Similar to our 2020 campaign, 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 five 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 Game Day buyer, an email catered to our golf buyer and an email catered to our more laid back seaside buyer.