Overview
The Spring 11 campaign for Tilly's, titled "Spring is Here," was designed to capture the vibrant, carefree spirit of spring through a warm and inviting visual narrative. The campaign featured a seasonal color scheme and photo direction that reflected the joy of kids enjoying their spring break. Our goal was to create a campaign that resonated with both the youthful energy of our target audience and the homely, familial atmosphere of spring.
Objectives
Showcase Spring Vibes: Convey the essence of spring through a visually engaging and emotionally resonant campaign.
Connect with Audience: Create imagery that speaks directly to families and children, highlighting Tilly's as a brand that understands and celebrates family life and seasonal fun.
Cross-Platform Engagement: Ensure that the campaign translates seamlessly across various media, including print, digital, social, and in-store experiences.
Concept and Execution
Color Scheme and Photo Direction
Seasonal Color Scheme
Employed a vibrant palette reflective of spring, featuring soft pastels and lively hues to evoke the freshness and warmth of the season.
Photo Direction: Focused on capturing natural, candid moments of children enjoying themselves in a friendly, springtime environment. The goal was to portray an authentic and joyful experience of spring break.
Location Choice: Hancock Park
Why Hancock Park? Selected for its representation of a typical family-friendly neighborhood, complete with charming family homes and a strong sense of community. The location was ideal for portraying a homely, comfortable setting where children can freely play and interact.
Setting: Utilized a backyard by the pool, emphasizing a relaxed, fun atmosphere that aligns with the spring break theme.
Team and Execution
Team Dynamics: The project team was small but highly efficient, with every member fully invested in the campaign’s success. This included a talented photographer and stylist who were instrumental in bringing our vision to life.
Photographer and Stylist: Worked closely with the team to achieve the desired look, focusing on capturing spontaneous and joyful interactions among the children.
Campaign Elements
1. Print: Featured in magazines and brochures with vibrant, eye-catching images that highlight the springtime fun and warmth.
2. Digital: Engaged users through Tilly’s website and online ads, utilizing interactive elements to immerse visitors in the spring theme.
3. Social Media: Utilized platforms like Instagram, Facebook, and Twitter to share behind-the-scenes content, teaser images, and interactive posts, fostering audience engagement and excitement.
4. In-Store Experience: Created a spring-themed shopping environment with visual displays and promotional materials that echoed the campaign’s aesthetic.
Challenges and Solutions
Working with Children: Managing and directing young talent can be challenging, but the team’s experience and preparation helped ensure a smooth process. By creating a relaxed and enjoyable environment, we successfully captured authentic and engaging moments.
Results and Impact
Audience Response: The campaign resonated well with both parents and children, generating positive feedback and enhancing brand affinity.
Cross-Platform Success: The seamless integration of the campaign across various media helped reinforce Tilly’s brand presence and seasonal messaging.
Sales and Engagement: Notable increases in both online engagement and in-store traffic were observed, reflecting the campaign’s effectiveness in driving interest and sales.
Conclusion
The "Spring is Here" campaign for Tilly’s effectively captured the essence of spring with its vibrant visuals and heartwarming scenes. By choosing the right location, assembling a dedicated team, and executing a well-thought-out strategy, we achieved a successful campaign that connected with our audience across multiple platforms and brought the spirit of spring to life.
My Role
Creative Direction