TUFT & NEEDLE⏤
Designed in the Desert
A campaign focusing on cooling products brought to you by the bedding company who knows summer heat best. The Mint mattress is heroed, while secondary content focused on the launch of hemp bedding. My responsibilities included driving marketing strategy, creative concepting, gaining approval from senior leadership, art direction on set, and graphic design and asset execution.
Campaign launch video sets the scene in the hot desert while speaking to cooling products
Hemp bedding product video introduces the product and highlights cooling & breathability benefits
Lifestyle photography was shot for a range of messaging, from emotional editorial content to product-focused images which speak to particular cooling benefits
Campaign launch was aligned across all channels, including site, email, organic social, and paid ads.
Icons were designed to make sustainability claims digestible for customers
A series of emails were developed for the launch, introducing the campaign at a high level, then pulsing through related messages like product features, sustainability, and color stories.
Organic social told the story of the campaign and included behind-the-scenes content from the shoot.
Messaging remained consistent in the retail experience, with the added benefit of desert-inspired propping.
PHOTOGRAPHER / DIRECTOR: SANG AN
CREATIVE DIRECTION: COURTNEY STEWART
PROP STYLING: KAEJA KORTY, NISSA QUANSTROM
WARDROBE: PAP CROZIER
HAIR & MAKEUP: LILLIAN FOGEL
GRAPHIC DESIGN: FRANCES AVERY, SYDNEY GREAVES
EDITORIAL / COPY: EMILEE SCHUMER, SARA ARNOLD