#CatherinesGoesToParis
Responsible for strategy, project and photoshoot management, creative direction and allocation.
Photo by: Christina Shields Photography. Featuring @GabiFresh and @LearningToBeFearless.
Campaign Production and Strategy
Worked to build an influencer strategy, with partner Kellie Brown, to produce creative content for the Catherines brand in partnership with various fashion and lifestyle influencers.
Each activation was purposely designed to be experience driven and aesthetically comparable to the collection of the time period.
This activation had a glamour theme to fit the elevated, party-ready merchandise for the holiday season. Art direction for the 5 day shoot was a shared responsibility between myself, Kellie Brown and the photographer, Christina Shields.
Solely responsible for budget and project management, product selection and reporting.
Chose and allocated the resulting photography to various partners across the business to produce the designed assets represented below..
Day One
On the ground planning and location scouting
Room set up, transportation and production schedule management
Day Two
Shooting and site seeing at the Pont Alexandre and Grand and Petit Palais
Perfume making class at Studio des Parfums
Shooting around the Eiffel Tower and the surrounding carousels
Big Bus Tour to the Louvre
Shooting and exploring around the Louvre
Day Three
Musee D'Orsay and a lock covered bridge
Walking the streets
Day Four
Our last day was dedicated to the most Instagramable brunch, a boat ride down the Seine and a show at the Lido Cabaret
Site Creative
Photography was distributed to brand designers for homepage, landing page and category page creation. Once designed and approved, creative assets were passed to the website operations team for coding. All teams were provided with an asset timeline to stay on schedule with site refresh dates. I provided creative direction and produced the above mentioned timeline quarterly.
Homepage
Landing Page
The homepage linked to a landing page that showed more images that I worked with the design and copy teams to select. Image selections are made to tell the appropriate merchandise stories. The landing page spoke to each influencer’s look and linked to a unique product page that featured all the products worn on the shoot.
Dedicated emails, display ads and social ads were used in addition to both brand and influencer social posts to support and promote the shoppable categories.
Disclaimer: all photography was shot by Christina Shields in partnership with the Catherines brand. All rights belong to both those parties, in addition to the individuals represented in each photo, ie. @GabiFresh and @LearningToBeFearless.