Back to College

Rethinking the back-to-college shopping experience

Jet.com creative direction, photo styling

As Jet was beginning to reorient its core demographic, we took on the task of elevating the stale Back to College campaign. We told our story through relatable moments that both humanized the back to college experience and effectively leveraged our core categories. Working cross-collaboratively with UX, editorial, and photography partners, we created a bespoke experience tailored to a new generation of college students.

Care_Package_2B_0404_rev02

Concept Phase

Taking this project from end-to-end was a new and collaborative process. In addition to internal brainstorms that I led, I also worked with the UX and copy teams to visualize the campaign. We landed on three main ideas and fleshed them out to present to our marketing partners.

Messaging

Campaign voice

RealLifeStillLife_Concept
TexturalPlanes
Color

Three final concepts in order: Lifestyle moments, Textural Planes, Color

UX-Concept-Mockup

Landing Page Experience Mockup

Photography

We worked with photographer Lucy Shaeffer to successfully capture the lived-in moments of our final concept. Working with tight constraints, I worked the set as both art director and stylist. 

MoveInDay_1B_Apple_MostContrast
Move_In_Day_A1_0123-Camera_v2_rev02
Off_Campus_4B_0545-blue_rev02
AllNighter_3A_Apple_WrittenOut
AllNighter_3B_Apple

Final Campaign

Using final photography and social videos captured separately we built a robust campaign with various active channels including: site, native, display, and social. 

BTC_Comp
BTC-LP-1
970×250

Display Ad Mockup

Template_V1

IG Story Template - UCG Video

Template_V2A

IG Story Template - Photography

Concept2_1
Concept2_2
Concept2_3

Storyboard for FB Video Ad combining UCG video and campaign imagery

Collaborators:

Jet.com Creative Director: Eurie Kim

Jet.com Art Director: Anne Ritchie

Photography: Lucy Schaeffer

Additional Design: Laura Sousa

Editorial: Lincoln Thompson, Nick Morgan