In the midst of large-scale changes within the company, Payless wanted to develop a campaign for the new Spring product range that had a different look and feel than the current in-studio lifestyle. For budgetary reasons, it was important to have the ability to leverage the visual assets in both the Latin American/Caribbean and North American markets across multiple promotions. The final collateral included an in-store signage kit, free standing insert, and social media content in addition to a library of images collected in a lifestyle shoot in Los Angeles and a studio product shoot.
DESIGN | ART DIRECTION | PRODUCT STYLING
With spring around the corner, it's time to reconnect with nature. Thanks to everyday low prices on must-have styles, every woman can be a natural trendsetter.
CREATIVE DIRECTION: JEFF VANDEVEN + MATT MILLS, PHOTOGRAPHY: SHANNON GREER, WARDROBE: TAYLOR JACOBSON