stride rite 2017 Spring Phibian Event
Built for land and sea
Design & team lead on the 2017 Spring Phibian Event which would live across all business channels. We had first launched Phibian in Spring 2016 so the goal here was an exciting reactivation that would capitalize on the success of previous Phibian product while communicating our new offerings. Phibian was a takeover execution in retail which would be promoted in both front windows as well as entryway and sprinkle through the interior of the store. This kit had multiple components with a fair budget so I presented concepts that would span multiple price ranges. This spring event would also need to activate and come to life across our ecomm, digital, mobile and social channels which would all have a consistent overall feel but could leverage creative in ways most engaging for each channel. Our recommend for the retail channel was extra large product in window one flanked by the oversize lifestyle image in window two.
Our previous campaigns for spring had all utilized oversized product in the windows so we felt presenting the lifestyle option was a fresh take while also the perfect emotional pairing for the product. The use of lifestyle would also directly ladder to the experience in online, digital, social and email as various forms of lifestyle mixed with hero product photography was one of our most successful executions in previous measured campaigns. However, even if all product was the retail execution the brand story would be shown consistently enough that everything would feel like a cohesive campaign and lifestyle mixed with product could be leveraged in those channels.
The final concept chosen was a “run on” tumble of multiple Phibians in each window with the imagery specifically giving a visual nod to the tagline of built for land and sea. I collaborated and art directed on set the product photography shot with our in-house photographer and then composited our final product shots on top of the background imagery that I created through rendering different photographs together. We shot the product in a clear tub, with a colored paper sweep underneath and filled with enough water that we would get the accurate visual water droplet effects.
