CREATIVE DIRECTION | Playboy X Yandy's Swimwear Campaign
Campaign strategy, execution, and creative direction for Playboy X Yandy’s swimwear capsule. Directed a photography team and in-house designers in the creation and production of stills and motion for email, social media, and collection and look book page for yandy.com.
Overview
Lookbook
Organic Social
CREATIVE DIRECTION | Playboy X Yandy's "Choose Your Sexy" Campaign
Campaign strategy, execution, and creative direction for Playboy X Yandy Choose Your Sexy campaign. Directed a photography team, copy writer, and in-house team of designers in the creation and production of campaign content for email, social media, print, on-site experiences, and collection and look book page for yandy.com contributing to a 25% sell-through rate in the first month.
Additionally, assisted the V.P of Merchandising in the ideation of private label accessories.
Overview
Private Label Accessories
Worked with merchandising and vendors on the creation of two private label accessories in two color-ways.
Instagram Stories
Directed creative content for 6 days of countdown leading to email acquisition and the Madlibs experience.
Influencer Gifting
Directed the creation of printed madlibs for influencer gifting packages.
Lookbook and Collection Page
EXPERIENCE DESIGN | Yandy's "Choose Your Sexy" Madlibs
Ideated, directed copy writing, designed and assisted in front-end coding the Playboy X Yandy Choose Your Sexy experience on yandy.com; including a countdown page to drive email collection, lookbook, and Madlibs game.
This experience contributed to a 25% sell-though rate within the first month of the collections release.
Countdown Page
Madlib Detail
Collaborated with product development team and copy writing to build out functionality and create 5 unique stories for the user to choose from.
EXPERIENCE design | Playboy X Yandy's "The Speakeasy"
Ideated, directed photography, designed and front-end coded the Playboy X Yandy Speakeasy experience on yandy.com; including a countdown page to drive email collection, a custom look book, and custom product landing page.
This experience contributed to a 31% sell-though rate within the first month of the collections release.
Countdown Page
Lookbook
View the next post for the look book and the rest of the Playboy X Yandy Speakeasy creative direction.
CREATIVE DIRECTION | Playboy X Yandy's "The Speakeasy" Campaign
Campaign strategy, execution, and art direction for Playboy X Yandy’s Speakeasy campaign. Directed a photography team and in-house designers in the creation and production of stills and motion for email, social media, and collection and look book page for yandy.com.
Overview
Email Campaigns
The launch email for this campaign saw the highest click-through-rate at 1.53% and the second highest conversion rate at 1.03% during the week of the launch.
Look Book Experience
The look book contributed a 31% sell-through within the first month of the campaign.
To see the Countdown Experience, click on the previous post below.
CREATIVE DIRECTION | Yandy's "The Pink Room" Campaign
Campaign strategy, execution, and art direction for Yandy’s “The Pink Room” campaign during the Valentine’s Day season. Included stills and motion for email, social media, event activations & yandy.com categories and gift guides.
Overview
Email Campaigns
This seasonal campaign saw a YoY increase in it’s email channel of 11.24%.
Package Insert
Over $71k net. revenue with an AOV of $100+.
Email Newsletters | Spiritual Gangster Spring
Email marketing materials designed for Spiritual Gangster.
Email Newsletters | Spiritual Gangster Spring
Email marketing materials designed for Spiritual Gangster.
Email Newsletters | Spiritual Gangster Summer
Email marketing materials designed for Spiritual Gangster.
Email Newsletters | Spiritual Gangster Summer
Email marketing materials designed for Spiritual Gangster.
Photography & Illustration | Downtown Phoenix Juice Bar
Photography for business usage and hand painted illustrations for in store decor.
Compositing | Yandy Zodiac Lingerie Collection
Provided photography and set direction for Yandy’s Zodiac Lingerie collection. Included stills for social media & Yandy.com.
Styling + Set Design: Julianna Frushour
Photographer: Shane Baker Studios
Hair and Makeup: Allison Pynn & Cristina Jaramillo
For this lingerie campaign; I directed 4 models, a team of hair and makeup artists, stylists, and a photographer and videographer. Once everything was set and the models were ready, we photographed each model separately, taking care to show the personality of the sign — it was a Zodiac shoot after all. After product images we switched to the group photo where it all started to come together and then it was back to hair and makeup for the models. The day went on with 3 sets like this.
See the individual images here.
It takes a lot of preplanning to do a shoot like this and a lot of post work as well. Have a look below into some of what it took to pull this all together.
After
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Compositing
Below are steps to layering in different pieces from other photos to get the right body poses and expressions.
Pick your base image. In this case it was the best position for the girl on the ground.
Start by layering in the back body position. Starting with the back most person saves you time on masking.
Now add the next in line! (See below for details on how I planned the positions)
Finally, add the front person and create new shading where needed. Clean up the background and you're done!
Preproduction
I began this campaign by mood boarding different styles with the objective of making these lingerie styles feel elevated and expensive.
Here's an insight into the preproduction of this photoshoot.
Mood board for product images
Google sheets is really helpful for scheduling out a photoshoot. The day went from 7a–5p... all the yellow is hair and makeup time!
Inspiration for group image
This one may seem goofy, but it was integral to being able to piece the composite together in post
Retouching | Yandy Zodiac Lingerie Collection
Photographer: Shane Baker Studios
Hair and Makeup: Allison Pynn & Cristina Jaramillo
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Editing and retouching the Zodiac Collection was a special task. We wanted these images to appear timeless. Which meant we got to spend a bit more time on them to achieve an almost painter-like quality and a subtle glow from within.
For best viewing quality, change your settings to 1080p HD.
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