Scotch & Soda Winter 2022 collection launch
Role: Art Direction & Digital Design
For the winter festive collection “Celebrate Together”, inspired by the mood of holiday celebrations and effortless party energy, I curated and selected the strongest visuals to shape a consistent customer journey across web, app, and CRM, balancing an editorial feel with a clear commercial purpose.
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
Recognising that motion instantly draws the eye and conveys emotion, I meticulously curated specific, highly expressive micro-moments from the main campaign film.
Rather than just cutting video clips, I art directed these moments into rhythmic, looping animations. This strategic introduction of movement brought depth, pacing, and excitement to editorials and newsletters where full video wasn't supported. This approach successfully preserved the campaign's "festive pulse," delivering a rich, dynamic brand experience that drove high engagement across all digital channels.
Digital Editorial and Lookbook
I defined the visual hierarchy and layout structure for the campaign’s digital lookbooks and app editorials. The art direction balanced premium, large-scale lifestyle imagery with intuitive, commercial product modules. By treating the UI like a high-end fashion magazine, I created a digital journey that guided the customer effortlessly through the collection, proving that commercial design can still feel deeply editorial and inspiring.
Visual Continuity Across CRM
For the seasonal newsletter campaigns, my art direction ensured the inbox experience felt like a seamless extension of the brand's flagship website. By combining bold visual cropping, integrated motion assets, and a refined layout strategy, I elevated standard promotional emails into compelling pieces of fashion storytelling, maintaining the campaign's "celebratory glow" at every touchpoint.
