Tea Collection's spring/summer 2017 collection was inspired by Australia. Strategically we made the decision to separate the baby creative direction from that of kid. Rather than storytelling the destination, we focused in on product focused, emotionally intimate moments, that pull at the heart strings of a new parent. From art direction to design, I fully owned the Austrlia baby mailer from beginning to end.
role:
• art direction of product laydown photography
• art direction of studio photography
• seasonal campaign strategy & concept
• final image selection
• layout & graphic design
adorably aussie
While we traveled to Australia for our big kid customer, we let the inspiration take the back seat for baby. Instead we created a straight forward and product focused mini-mailer that features individual moments with baby. There are still nods to the destination with subtle copy and prop styling, but overall we focused in for a clearer message that is easier for a prospect customer to connect with. I led the art direction, design, and color/image retouching for this piece.
