ModCloth: Digital Lookbook (Wanderlust)

My Role: Art Direction, Graphic and UX Design, Photo Special Effects, Location Photography

I art-directed and drove the collaboration between designer/writer/photographer to come up with the concept for this series of lookbooks. With little-to-no budget for this project, being given the concept of "travel" called for creative solutions.

To minimize costs, we shot the model in-studio on a white backdrop to pair with photos of "travel" scenery. We would include studio laydown photography shot in a "realistic setting". The goal was to mimic a personal vacation scrapbook, creating the illusion that our gal had created it from photos she had shot herself.

In addition to layout and design, I created all the "filmstrips", "snapshots", and "photo booth strips" in Photoshop. I used filters to give the photos an aged effect (to mimic the type of camera featured in the shoot).

This campaign was a marketing experiment to determine customer engagement vs. the frequency of content updates:
Lookbooks were refreshed monthly, with email and advertising pushes throughout. This campaign was refreshed weekly. Each lookbook clicked through to several merchandised collections. We found that customers did not engage at a statistically significant higher rate to warrant weekly refreshes of the lookbook content.