Wayfair Animations
Selected assets from omnichannel campaigns developed for Wayfair’s lifestyle brands.
AllModern Outlet Animation
The Ask: Increase engagement and sales of AllModern’s new “Outlet” store in marketing email campaigns.
The Approach: Prior to this project, motion/animations in AllModern emails typically included simple animated GIFs of rotating lifestyle imagery or simple text animations.
In this case, Yeonji and I collaborated on a new technique: creating a sense of urgency in the animation itself, by communicating the shrinking inventory in seemingly “real-time” in an animated percentage, showing as the number of items actively being “purchased”.
Additionally, this approach used a still image and minimal animated elements, ensuring that the creative assets file size remained small and that the email (and accompanying animation) loaded quickly.
Top furniture categories (armchairs, sofas, and desks, in mid-century modern style) were selected and featured based on past email performance and consumer sales data, as a tactic to drive increased engagement (clicks to site) and sales.
The Results: The animation was incredibly successful, and became a template that was utilized in future Outlet emails, and later in Paid Advertising campaigns on social media channels (Facebook, Instagram).
Brand: AllModern
Project: Marketing email to promote AllModern’s Outlet
Role: Sr. Production Manager
Animator: Yeonji Pak
The Elements of Style: Joss & Main
The Ask: Efficiently create an engaging animated advertising campaign for Joss & Main that featured a top-performing decor style (in this case, coastal), to be utilized on paid social channels (Facebook, Instagram).
The Approach: Capturing live video for paid advertising campaigns is costly and time-consuming. Digital animation, however, is much more efficient, especially when a strong performing approach (i.e. template) can be identified through creative testing. My goal for this project was not just to create an engaging ad campaign but to identify an efficient approach to motion-based advertising asset production.
The stop-motion animation, which utilized edited still lifestyle images for maximum efficiency in creative production, conveyed how easy it is to achieve the “look” by building out a room piece by piece, like the accent chair, side table, plant, pillows, wall art, and more that appear “on” the image, creating a well-decorated, cohesive coastal-style room.
The Results: This approach and stop-motion animation style became a template that was utilized in future Paid Advertising campaigns on social media channels (Facebook, Instagram), and on Joss & Main’s digital storefront, becoming a go-to effective approach for homepage banners on the e-commerce site and mobile application.
Brand: Joss & Main
Project: Organic Social Advertising, Coastal Style
Role: Sr. Production Manager
Animator: Jess Carey
The Elements of Style: AllModern
The Ask: Efficiently create an engaging animated advertising campaign for AllModern that featured a top-performing decor style (in this case, industrial loft), to be utilized on paid social channels (Facebook, Instagram).
The Approach: Capturing live video for paid advertising campaigns is costly and time-consuming. Digital animation, however, is much more efficient, especially when a strong performing approach (i.e. template) can be identified through creative testing. My goal for this project was not just to create an engaging ad campaign but to identify an efficient approach to motion-based advertising asset production.
The animation, which utilized still lifestyle imagery for maximum efficiency in creative production, conveyed how easy it is to achieve the “look” by zooming in on specific AllModern pieces, like the accent chair, wall art, desk chair, lamp, etc.
Top-performing images and product categories were selected, based on past email performance and consumer sales data, as a tactic to drive increased engagement (clicks to site) and sales.
The Results: This approach and animation style became a template that was utilized in future Paid Advertising campaigns on social media channels (Facebook, Instagram), featuring numerous other styles and product categories.
Brand: AllModern
Project: Paid Advertising, Animated Template & Concept Test
Role: Sr. Production Manager
Animator: Yeonji Pak