A New Surge of Clean
Concepting | Art DIRECTION | CGI DIRECTION | illustration direction | PRODUCTION
Tom’s of Maine was launching a new line of Sea Salt products and wanted to get the word out about this exciting new innovation. Because this was mainly a shopper program, it was important for the visuals to be direct and simple while also conveying the right message. The final key visual conveys the freshness of the sea and puts the product front and center.
This project is a great example of my process, moving from concept ideation to mockup to working with outside vendors to bring it to life, then using the final to version out into different channels.
Agency: Geometry Global & RedFuse
Senior Art Director: Kristen Althoff
Associate Creative Director, Art: Erin Lewis
Associate Creative Director, Copy: Gabe Johnson
Creative Director: Erica Ganz
Process:
Original moodboard & writeup
Round 1 mockup using a composite of stock photos to get look and feel approved by client before CGI rendering was created
Icon development with illustrator Penelope Dullaghan
Alternative Concept:
Result:
Social:
Shopper Toolkit:
Shipper free-standing cardboard display
Infocard talking points for demonstrations
PDQ Tray