HOME, YOU GOT THIS.
Wayfair & Kelly Clarkson
Kelly Clarkson teamed up with Wayfair for the company’s first celebrity endorsement campaign launching in 2020. Kelly’s relatable and friendly persona was a perfect fit with Wayfair, promoting trust and confidence with a large audience. The same approach was given to the marketing creative and imagery direction, showcasing Kelly’s positive energy and the synergies between Kelly’s character & the Wayfair brand.
Project Role: Photo Art Director, Art Director, & Design Support
Responsibilities: Oversaw & led photography & marketing creative direction, shot list, and digital marketing channel asset development. Worked on set with photographer to capture stills throughout the commercial shoot.
Project Goals
Imagery Direction
Capture Kelly’s positive, authentic, and energetic self in the home space
Prioritize Kelly with high-performing product category classes
Balance focus on product & focus on Kelly for imagery testing
Incorporate laptop & mobile devices if possible
Marketing Creative
Represent Kelly’s authentic self through upbeat and relatable messaging
Use energetic imagery & messaging to help build confidence & awareness in the Wayfair brand and services
Keep the imagery clear and design simple, prioritizing value prop messaging
Early Swipe Imagery & Mock-Ups
Creative exploration pre-campaign: building a sense of visual & messaging direction to guide campaign marketing assets.
