The Back to School campaign for 2022 emphasized the joyful return of students to school, after several years of at-home and hybrid learning during the pandemic. Bright colors, sunshine, and playful backpack styles emphasized the excitement of a new year learning with friends, while messaging leaned into value to help parents save.
As lead Art Director on the project, my responsibilities included concepting and photo art direction. I delivered more than 150 photo, GIF, and other assets, to be used onsite and in various offsite placements.
In 2023, I refreshed the photography library with a more vibrant color palette and additional Off to College imagery. I concepted and delivered an extended studio photography library that elevated and integrated with the existing work.
My role
Concepting
Photo art direction
Deliverables
Photography library
Animated GIFs
Traffic drivers for onsite
Social assets
Back to School & Off to College
