Role: Art Director, photographer
Pinterest Ad Campaign: Groovy Nuptials
About the Project:
The Groovy Nuptials campaign, a collaboration between Pinterest and Cricut, tapped into the rising trend of groovy-themed weddings. It showcased how Cricut could help brides personalize their wedding experiences through DIY projects.
Audience Insight:
Targeting brides in their 20s and early 30s, the campaign focused on those seeking unique, personalized wedding touches.
Creative Strategy:
This campaign marked Cricut’s shift to lifestyle photography, aiming for a more relatable and human-centric brand identity. It highlighted real-life moments like bridal showers and bachelorette parties, with a less polished aesthetic for authenticity and relatability.
Visual and Photography Direction
The visuals embraced a nostalgic, retro, and playful vibe, using vibrant retro palettes, disco balls, and lively fonts. Scenes were set in various locations, each chosen to enhance the groovy mood, including a roller skating rink for added dynamism. The campaign captured the spirit of DIY personalization, making each moment feel genuine and memorable.
