Digital Animation Direction

Client
Wayfair

Year
2017-2018

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

Selected animated campaign assets developed for Wayfair’s lifestyle brands for email, digital storefront, and social media channels.

As the Senior Production Manager and Digital Advertising team lead, I mentored a cross-functional team on the latest digital marketing trends.

A key focus was exploring efficient and effective ways to incorporate motion graphics into digital channels, leveraging still images instead of costly traditional video capture. Additionally, I guided the team in leveraging consumer and performance insights—including top-performing home decor styles and product categories—to maximize campaign effectiveness.

AllModern Outlet Animation

Role: Sr. Production Manager, Team Lead, Email Strategist

Animation Designer: Yeonji Pak

The Ask: Increase engagement and sales of AllModern’s new “Outlet” store in marketing email campaigns.

The Approach: I collaborated with Yeonji Pak, animator, to move beyond simple GIFs, creating an animated “real-time” inventory countdown that built urgency while keeping file sizes light for fast loading. Featuring top-performing furniture categories—armchairs, sofas, and desks—the email drove higher engagement and sales through smart design and data-backed product selection.

The Results: The animation was incredibly successful, and became a template that was utilized in future Outlet emails, AllModern’s e-commerce website, and in Paid Advertising campaigns on social media channels (Facebook, Instagram).

The Elements of Style: Joss & Main

Project: Organic Social, Animated Template & Concept Test

Role: Sr. Production Manager, Team Lead, Social Strategist

Animation Designer: Jess Carey

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: To create an efficient, scalable motion-based ad approach, we used stop-motion animation built from edited lifestyle stills—showing a room come together piece by piece. This method reduced production costs while effectively demonstrating how easy it is to achieve a cohesive coastal look.

The Results: This 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.

The Elements of Style: AllModern

Project: Paid Advertising, Animated Template & Concept Test

Role: Sr. Production Manager, Team Lead, Advertising Strategist

Animator: Yeonji Pak

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: To create a scalable, cost-efficient motion ad approach, Yeonji and I utilized still lifestyle images in the animation to efficiently showcase how easily shoppers could achieve a top AllModern “style.” By zooming in on top-performing products and categories identified through data, the campaign drove stronger engagement and sales while streamlining production.

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.