At Kmart Australia, the scope of my art direction role included ideation, planning and directing digital content, including email, social posts, videos and catalogue. The process began with creating layouts and storyboards using reference images and line drawings; planning and casting the shoot; directing the photography, video and styling on set; and lastly, working with the Studio team to finalise all assets.
JUDITH YOUNG COLLECTION
Below are key shots from the project, a behind the scenes video (edited by me) and the final email layout.
NEW APPAREL - MARCH 2023
Below are key shots from the project, and the final email layout.
JULY SCHOOL HOLIDAYS CAMPAIGN
As the creative lead on this campaign, I ideated and drew up creative concepts for the key photography, and drew up layouts for all the creative assets prior to shoot, including a 42-page catalogue, store windows and gates photography, email layouts, social posts, and videos.
The campaign theme was 'imaginative play', emphasising kids' big imaginations and creativity.
FINAL ARTWORK EXAMPLES
PHOTOGRAPHY CONCEPT EXAMPLES
Catalogue cover - Barbie convertible
Catalogue cover - Transformers doll
POS Storefront - Basketballs
POS Storefront - Jiggly rabbits
CATALOGUE LAYOUT EXAMPLES