This campaign presented a unique challenge. The brief given was to create a promotional campaign that capitalized on a relevant moment in pop culture (the Louvre heist), continued to develop the new brand identity of James Allen, and promoted the clearance sale.
Practical challenges included working only with existing imagery and stock assets and delivering the full campaign in under two weeks.
Asset Curation & Development
After the initial concept development and approval, I collected photography from our image library that fit the vibe I was going for and found on-theme stock imagery on Unsplash. I applied a film grain treatment, lowered exposure, crushed and lifted the blacks in the tone curve, and made color adjustments to make all of the imagery feel consistent and cohesive.
I created a newsprint cutout type lockup based on classic ransom notes and played with other graphic elements like security camera UI, tape overlays, and motion sensor lasers.
I used After Effects to create a motion glitch animation and applied it to several of the images to use in email and social assets for extra visual interest.
Site Graphics
Email & Social
