There's no basketball without the basket.
Retail Campaign // Meijer
Creative Lead // Writer // Art Director
Putting product first is always a challenge in retail. The iconic Meijer basket presented the perfect opportunity to showcase product without sacrificing creative. I developed the idea from a napkin sketch into a campaign spanning digital, print, in-store, and the social videos below.
"I don't know who's doing your advertising, but that is fantastic."
Kimberly Durand, Customer
"Wow!! This one is up there with the Budweiser horses commercial. Great job."
Judith Nelson, Customer
Is it a landing page or a video game? Yes.
Resisting the Meijer default to "update last year's hero image," I challenged our team to do more. In collaboration with our developers, we created an interactive experience that built upon the fun, playful tone of our social videos.
Capturing the big idea.
Before there was a series of social videos, before there was a video game landing page, there was a big idea—summed up in one elegant paragraph that had our client giddy about the work before we showed any of it. (I typically present these manifestos in my best Morgan Freeman impersonation.)
Turning a weakness into a strength.
The nitty-gritty execution of a campaign falls on the shoulders of Meijer's production team, and usually, they don't have much to work with—stitching together ads using vendor-provided product images on a white background because they don't have time for individual photo shoots. From the beginning, I concepted the art direction to turn a weakness into a strength. With a little rotation and a reflection effect, these vendor images look like they were shot specifically for our campaign.
Letting the idea drive the tactic.
As a Copywriter AND Art Director, I don't default to a look or a line. Instead, I ask the bigger question: what's the smartest way to express our idea and engage our audience? In this case, we didn't need words. We just needed to point out the connection between a billboard and a basketball hoop: the large metal pole.
