Duration: November 18 - 20, 2016
( 3 days - Friday, Saturday, Sunday )
Tools: Adobe CC Photoshop
My Role: Art Director
With Cutwater I worked on an exploration in branding for a social media campaign for Sparkle Paper Towels. I also contributed frames to a storyboard for a presentation deck. Cutwater had won the pitch, but they wanted to do more exploration on branding ideas.
The idea was to explore a brand refresh for the consumer budget friendly, Sparkle Paper Towels. Our tagline was "Own Your Shine," and it was about feeling confident. To graphically show confidence we wanted to used bold and punchy typography lockups. Sparkle Paper Towels also has a mascot —Keri the fairy. Through storyboarding we also explored the idea of giving Keri a makeover, Project Runway style!
The social media channels we targeted were Instagram and Facebook. Our messaging was to showcase different situations of "Owning Your Shine". For example, for Instagram we have photos of silly, yet confident looking dogs in costumes with the tag #OwnYourShine. For Facebook, we wanted to lead with the idea of a sneak peak that Keri was going to get a makeover so we used imagery that would hint at this idea. For Four messaging for Facebook, we also showed cased some Pinterest Fails, yet still leading with the idea of "OwnYourShine," feeling confident in maybe some not-so-confident scenarios or best moments.
Finally, we have some Amazon banner placements for an animated ad banner.