Sophia Photobook

CAMPAIGN · PRODUCTION · DESIGN SYSTEMS · MOTION · SOCIAL · PAID MEDIA · PRINT

Art Direction / Brand Identity / Visual Direction

THE CHALLANGE:

Pella Windows wanted to increase sales by promoting their windows and how they help reduce outside noise. The goal was to highlight the noise feature to attract customers who may already be looking for a high-quality window investment.


I was involved from start to finish, collaborating closely with editors, strategists, and project managers on ideation, pitching, and creating the initial visuals presented to the client. Together, we conceptualized an idea of someone enjoying their view through their new windows, satisfied with their new purchase that made silence possible.

I was involved from start to finish, collaborating closely with editors, strategists, and project managers on ideation, pitching, and creating the initial visuals presented to the client. Together, we conceptualized an idea of someone enjoying their view through their new windows, satisfied with their new purchase that made silence possible.

THE SOLUTION:

Working closely with the broader team, I helped shape the campaign's positioning and creative angle. I also led the visual direction and motion graphics, which included title cards with location-targeted phone numbers for different markets, as well as visuals adapted for a variety of paid media placements and channels.


The result was a promotional video with a cohesive system flexible enough to scale across seasons and promotional periods while staying consistent with the Pella Windows brand. The scope called for a design system that could apply in commercials, social content, web banners, and print collateral, including direct mailers and a promotional video featuring talent and two employees on behalf of the Pella brand.

The result was a promotional video with a cohesive system flexible enough to scale across seasons and promotional periods while staying consistent with the Pella Windows brand. The scope called for a design system that could apply in commercials, social content, web banners, and print collateral, including direct mailers and a promotional video featuring talent and two employees on behalf of the Pella brand.

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