Wanderlust for Life, Set of Four Lookbooks
Design, Interaction, Art Direction, Photo Special Effects
Design, Interaction, Art Direction, Photo Special Effects
As designer, I art-directed and drove the collaboration between designer/writer/photographer to come up with the concept for this series of lookbooks. Given the constraint of having little-to-no budget for this project, having the concept of "travel" called for very creative thinking. We deiced to shoot the model in-studio on a white backdrop, and take our own photos of "travel" scenery. In addition to in-studio model photography, we would include laydown photography to be shot in a "realistic setting". The goal was to mimic a scrapbook, creating the illusion that our gal really had traveled somewhere, and that she had taken the pictures herself.
After the success of the 4-part 2010 Holiday lookbooks, I wanted to experiment with refreshing the lookbook content weekly, rather than the usual once a month. We divided up the Travel concept into four geographical themes, and created four lookbooks, launching one per week for the duration of the campaign.
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 our model was using in some of the shots). Most of the scenery photography was taken by me, with exception of a few of the rural hills taken by staff photographer. The handwriting was done by another designer on my team.
Customer feedback on the campaign:
“This is so thought out and beautiful ModCloth, I love it! This isa stylebook never forgotten.” -Danielle
“I love thisstylebook so much! It inspires me even more to travel the world.” - SarahCaitlin
After the success of the 4-part 2010 Holiday lookbooks, I wanted to experiment with refreshing the lookbook content weekly, rather than the usual once a month. We divided up the Travel concept into four geographical themes, and created four lookbooks, launching one per week for the duration of the campaign.
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 our model was using in some of the shots). Most of the scenery photography was taken by me, with exception of a few of the rural hills taken by staff photographer. The handwriting was done by another designer on my team.
Customer feedback on the campaign:
“This is so thought out and beautiful ModCloth, I love it! This isa stylebook never forgotten.” -Danielle
“I love thisstylebook so much! It inspires me even more to travel the world.” - SarahCaitlin
Week 1, Rural Travel
Home page imagery and interactive lookbook:
Home page imagery and interactive lookbook:
home page, week 1
Week 1, stylebook, landing page with example of roll-over UI
model and product imagery was added into the "filmstrip" to further showcase product
fisheye photo taken with the camera the model is showcasing
Week 2, At the Sea Side
Home page imagery and interactive lookbook:
Home page imagery and interactive lookbook:
home page, week 2
Week 2, stylebook, landing page
Week 3, Sight Seeing Adventure
Home page imagery and interactive lookbook:
Home page imagery and interactive lookbook:
home page, week 3
Week 3, stylebook, landing page
Week 4, Urban Exploring
Home page imagery and interactive lookbook:
Home page imagery and interactive lookbook:
Week 4, stylebook, landing page
Shopping Page Graphics
I created "category header" graphics for each of the shopping pages. The graphics needed to work for the duration of the campaign, with minimal repeat imagery to ensure each page was a fun experience for the customer.
I created "category header" graphics for each of the shopping pages. The graphics needed to work for the duration of the campaign, with minimal repeat imagery to ensure each page was a fun experience for the customer.
example of shopping page, Cameras
