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.

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.

Campaign voice

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

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. 

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. 

Display Ad Mockup

IG Story Template - UCG Video

IG Story Template - Photography

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