Scotch & Soda Summer 2023 collection launch
Role: Art Direction & Digital Design
For the Summer 2023 collection, Scotch & Soda captured a free, sun soaked mood with bold prints and playful energy, I selected the strongest campaign images to shape a consistent customer journey across web, app, and CRM.
To bring more life into the experience, I introduced motion where it wasn’t used before, by creating GIFs from key frames of campaign videos. I personally selected and produced each one, adding rhythm and emotions across platforms.
I also created a dedicated editorial style page that combined inspiration with shopping, allowing customers to explore the story of the collection and buy directly from it.
Art Directing Motion & Visual Rhythm
To translate the campaign's cinematic energy into the e-commerce ecosystem, I directed a comprehensive motion strategy. By isolating key "hero" moments from the campaign film, I developed a library of rhythmic, looping assets that served as the heartbeat of our newsletters and app editorials. This purposeful use of motion was designed to capture the "free-spirited mood" of the collection, increasing dwell time and creating a more emotive connection with the global audience.
Digital Editorial Architecture
By treating the digital storefront as a curated destination, I guided users through a narrative that successfully converted seasonal inspiration into commercial action.
I developed the editorial language for the season’s digital lookbooks, moving away from rigid e-commerce grids to create layouts that echoed the layered, blooming energy of the collection.
Digital Lookbook & CRM Strategy
I orchestrated the visual strategy for the global CRM rollout, ensuring the Summer 2023 identity remained vibrant and consistent from the first teaser to the final sale. By implementing a sophisticated typographic hierarchy and integrated motion-design, I elevated the email experience to match the premium feel of the brand’s flagship retail stores. The result was a high-performance digital campaign that successfully married brand storytelling with commercial growth.
