YouTube Shorts
Michaels WreathMaker
Category
User Experience, Campaign
Year
2020
Role
UX Design, Creative Direction
Credits
Jeremy Cox, Kelly Hogsett, Jonathan Pelleg, Alejandro Larramendi, Amber Kazalbash
Showing up for Makers when their creative process changed overnight.
During a nationwide lockdown, the creative process of Makers was disrupted: suddenly they were not able to go to a store to touch, feel, mix and match products for their creations. Michaels showed up for them by recreating this process through a digital tool. Enter WreathMaker: a perfect proof of Michaels' ethos of being there for the Makers. We designed and created the tool and then made the ad campaign to promote it.
We designed and built an online tool that guided Makers through the process of creating a wreath. They could experiment with thousands of possible combinations and were able to see the result being built in real time, with the option to add every product to their Michaels shopping list, and share their creation on social media.
Designing a unique grid system - Technically, scale and alignment were key for building wreaths in different sizes. We devised a grid system to make sure every product lined up and showed up properly in every possible combination.
Art Direction - We needed to inspire Makers; so we made it our goal to make them feel like they could touch and feel the greenery, picks and tools. This is why the photography had to bring out the details in every product. This is a test I made at home.
