Digital Animation Direction

Client
Wayfair

Year
2017-2018

Role(s)
Sr. Production Manager, Lifestyle Brands
(Digital Advertising team lead)

As the Senior Production Manager for Wayfair’s four lifestyle brands, I mentored a cross-functional team on how to effectively leverage customer and sales insights, alongside the latest animation techniques, for email and digital advertising production.

These insights included identifying top-performing home decor styles and product categories to enhance the effectiveness of our campaigns, boosting engagement and sales.

I collaborated with the Digital Production team to conceptualize, develop, and test a variety of assets. Following initial testing, the resulting campaigns were utilized across email, digital storefronts, and social media channels, becoming effective "templates" that were referenced continually for the following year and beyond.

A primary objective in our concept development was to find efficient and effective ways to incorporate motion graphics into our digital channels, utilizing still images instead of relying on the costly traditional video production.

AllModern Outlet Promotion

Project: Email and Digital Storefront campaign to Promote AllModern’s “Outlet” Store, Concept Test

My Role: Sr. Production Manager (Team Lead) and Email Strategist

Animation Designer: Yeonji Pak

The Ask: Increase engagement and sales for AllModern’s new "Outlet" store through marketing email campaigns.

The Approach: I collaborated with animator Yeonji Pak to enhance our strategy beyond simple GIFs. We developed a concept for an animated “real-time” inventory countdown GIF that conveyed a sense of urgency while ensuring light file sizes for fast loading times. The email highlighted top-performing furniture categories—including armchairs, sofas, and desks—to drive higher engagement and sales through smart design and data-informed product selection.

The Results: The animation was highly successful and established a template that was later used in future Outlet emails, on AllModern’s e-commerce website, and in paid advertising campaigns across social media platforms (Facebook, Instagram).

The Elements of Style: Joss & Main

Project: Organic Social, Animated Template & Concept Test

My Role: Senior Production Manager (Team Lead) and Social Media Strategist

Animation Designer: Jess Carey

The Ask: Efficiently create an engaging animated advertising campaign for Joss & Main that highlights a top-performing decor style—in this case, coastal. The campaign is to be utilized on paid social channels such as Facebook and Instagram.

The Approach: To develop a scalable and efficient motion-based advertising strategy, we employed stop-motion animation, constructed from edited lifestyle still images. This method illustrated a room being assembled piece by piece, reducing production costs while effectively showcasing how easy it is to achieve a cohesive coastal look.

The Results: This stop-motion animation style became a template for future paid advertising campaigns on social media platforms (Facebook and Instagram), as well as on Joss & Main's digital storefront. It evolved into a go-to approach for creating effective homepage banners on both their e-commerce site and mobile application.

The Elements of Style: AllModern

Project: Digital Paid Advertising, Animation Design “Template” and Concept Test

Role: Senior Production Manager (Team Lead), Advertising Strategist

Animator: Yeonji Pak

The Request: Efficiently create an engaging animated advertising campaign for AllModern that showcases a top-performing decor style, specifically the industrial loft style, for use on paid social channels such as Facebook and Instagram.

The Approach: To develop a scalable and cost-effective motion advertising strategy, Yeonji and I incorporated still lifestyle images into the animation. This method effectively demonstrated how easily shoppers could achieve a leading AllModern style. By focusing on top-performing products and categories identified through data analysis, the campaign enhanced engagement and sales while streamlining production.

The Results: This animation approach and style became a template for future paid advertising campaigns on social media channels, including Facebook and Instagram, featuring a variety of other styles and product categories.