Primary Role: Creative & Art Direction, Design, Motion Design
Assisting Role: Photography Direction, Retouching, Merch Styling
The Red Hot & Cool Collection was a summer-inspired collection showcasing two very different palettes, so the challenge here was to weave a cohesive story of both vibes into one. It was a riddle that seemed to have an obvious answer: what could be both hotter AND cooler, and say summer more than the beach? White-hot sand, blue skies, and cool waves.
For the red-hot pieces, lighting was kept hot and the background white and bright, while the cool-blue pieces were accented by a watercolor-washed backdrop inspired by the view of where sky or water meets the sand.
This catalog was deployed on Chicos.com and supported by email, banners, and custom outfit landing pages linked by embedded CTAs for quick purchase. The featured items sold out.
FROM: CREATIVE DIRECTION PACKET
