Cyan Design Spring Campaign + BTS

Objective: Create new lifestyle campaign for the spring product launch across integrated channels form showrooms to digital. Build excitement. Get digital and physical product catalogs into the hands of new and existing customers.

Idea: Use spring product line in a beach environment. Interior product elements included statues surfers, crabs, and other nautical products that become the source of inspiration for the location.

Responsibility: Concepting, shot planning and development across all product scenes, stairways, beach, cabana and micro social. Scouting talent and location, coordinate execution and responsibilities. Collaborate with stylist and art director, Cyan's marketing team to align products and scenes, talent with look and feel. Final production included co-art direction and design for traditional and digital channels for product launch. Other duties involved rebranding digital, designing emails and 360 omnichannel advertising assets to support 3 markets across the United States.

Challenge: Managing photographers, videographer, and collaborating stylists and marketing to align products across 6 locations.

Roles and Partners:
Creative Director and design: Erik Peterson
Art Director/Stylist: Arlene Velasco
Art Director & Production: Chad Murphy, Jason Shupe
Photographer: Patrick Langlinais and Jesus Prieto
Videographer: Jesus Prieto + CrowdBuzzer

Results:
Lookbook downloads: +180% over previous year
MQL: 154% increase capture of interior designer emails
Event attendance: 40% foot traffic increase at highpoint with high-demand for catalog requests.