Role: Art director, creative concept, photo art direction
Make it Extra
Cricut Joy Xtra Launch Campaign
About the project:
Cricut Inc. introduced the Cricut Joy Xtra, a compact and user-friendly cutting machine designed to appeal to a younger audience. The campaign focused on showcasing its ease of use and versatility, inviting users to personalize everyday items with flair.
Audience Insight:
We targeted women aged 18-60, tapping into the trend of personalization. The Cricut Joy Xtra is perfect for creating custom T-shirts, decals, gifts, and more, making it easier than ever to add a personal touch to various projects.
Creative Strategy: "Make it Extra”
The campaign theme, "Make it Extra," emphasized adding personal flair to everyday items. We showcased four personas, each representing different styles and ages, to illustrate the machine's versatility in creating unique, personalized DIY projects. This strategy allowed us to connect with a wide range of tastes and preferences.
** Concept Imagery created with AI **
Visual and Photography Direction
The campaign featured vibrant studio sets, each styled to represent the different personas. This colorful and thematic approach made the Cricut Joy Xtra stand out and visually communicated its adaptability.
