Versed in ecom solutions from my work at Vans I knew this campaign had to be modular for a number of reasons, stock, promotional variances, etc. I chose to shoot a few hero collections of product and a few lifestyle personalities to support social, email, and landing pages. I also shot a larger group of products flat to support secondary assets that we could rearrange to create a multitude of product assortments.
The fun part came with the award winning social activation. The goal being to engage the audience in a way that was fun for not only the people involved but for those that were watching. I developed a social “white elephant” contest where users picked a number and were able to pick an item that was already revealed or go for a new one.
Fender Holiday Campaign