Memorial Day Promo . Crate and Barrel . 2020
creative lead, print design, digital design
After the success of the Labor Day promo, I took on the creative direction and photoshoot planning for our 2020 Memorial Day sale. At the beginning of March, I developed a concept that would feel like an outdoor summer party. The studio team had just finished building the set when Illinois began its stay-at-home order. The shoot was cancelled, but the promotion was not.
Challenged with using existing outdoor photography, which was currently being used in promotions, I needed to create a new and fresh approach for Memorial Day. I developed this collage concept using a single outdoor shoot and layering in close-up textures. By connecting with our asset team, I found many alternative shots that had not been picked up for catalog that could help refresh the photography across our channels, including paid social, digital banners and email.
