Lovevery | Outdoor Play Email
Art Direction and Email Design
I created a specialized email campaign for Outdoor Play kits. The planning for this cross-functional project began several months in advance to ensure that all necessary elements were coordinated. I developed a mood board and initial design drafts, identified suitable locations, created a shot list, and selected key products. I also assisted with casting, wardrobe, and styling on set. After the photoshoot, I made selections, sent them for editing, and finalized the email. This email was sent to a list of 1.52 million parents of children ages 0-4, and included an A/B test to compare the effectiveness of short versus long copy, as well as the performance of the creative content against our typical template-based emails.
Selects & Edits
Before and after shots above
Planning and Production
The focus of this campaign was on capturing natural, unstructured moments in the late summer afternoon, with dappled light creating organic shadows. The motto on set was "Embrace the mess," and we aimed to convey a sense of authenticity in each shot.
