Brief
A retail toolkit for Samsung’s washer and dryer range that is both compelling and bold. We were tasked to create a dynamic and exciting campaign that heroes the washer/dryer range.
Concepts
Art Direction
Graphic Design
Digital Design
Retail Toolkit
Digital Executions
Insight
Majority of retail promotions are stark and not engaging enough for customers to get involved and purchase. A rinse and repeat strategy is usually applied. The market is inundated with generic retail campaigns that shout at customers, not persuade them to purchase.
Mood board
Initial concepts
Creative
With my approach to the brief, it was clear that I wanted to tell a visual story of how the products interacted with each other and sat in the frame. Since it was a campaign for washer/dryers I wanted to add fun elements such a bubbles floating indicative of laundry and neon lights as a throwback to laundromats at night time. I gathered inspiration from a few different mood boards of situating the products on a rocky backdrop to add in texture and a stark look and feel. The blue hues and the bubbles would help soften the creative.
I art-directed the concept and saw it from conception to execution stages. It was rolled out into retail promotion banners, flyers, online collateral for the Samsung website and the social space.
