Prepare to launch.
Shutterfly Personalized Apparel Concept Testing
The Objective
In preparation for the launch of Shutterfly Apparel, the business was interested in understanding the impact of our campaign concepts and consumer response. We were asked to create three creative approaches to test and validate via qualitative research. Concepts, including key visuals, were put in front of focus group panels to measure strategic consumer, brand and competitive connection.
The Work
We approached this concept with fun, humor and imagination. The hero in each narrative is the personalization on the product. We aren’t relying on a set or a setting, a backdrop or a person. Purposefully obscuring the faces and features of the model, we bring to light the mantra of “make it your own.” It’s about an emotion, an occasion, a style.
Color
The color palette is bright white and color comes into play on the apparel and personalization, as well as in the obfuscating element covering the model’s face.
Photography
The use of studio photography with tight crops highlights the personalized apparel designs. We use high contrast, flash photography on white with distinct shadows minimizing any noise that detracts from the product.
“This feels like it’s made for me. It sparks ideas and made me laugh. I like that it’s about the product not the person.”
James, Austin Focus Group
Concept 2: Stomp
Highlighting apparel and personalized designs with high energy movement and bright color, we evoke a sense of excitement. Whether snackable video content, rich media or print, the consumer will feel the energy, see the motion and most importantly, get a sense of the breadth and variety product.
Color
The color palette is bold, vivid, disruptive and energetic. Color plays a big role in the concept, as it sets the dynamic tone and is contrasted against the product.
Photography
The photography is active, spirited and full of movement with modern lighting and angles. Action sports-inspired lifestyle photography meets product-forward selling shots.
“A new, fresh Shutterfly. The colors and the action would make me stop and pay attention. I can’t wait to see the video.”
Jeanie, Austin Focus Group
Concept 3: Paper Dolls
This concept is a virtual closet, taking the nostalgia of vintage paper dolls and putting a modern spin on it by creating an interactive dressing room. Leaning into the breadth of personalized designs that Shutterfly offers, we want to make it easy, fun and engaging for the consumer to virtually try on different products, different designs and view them all in real time.
Color
The color palette is soft, neutral and becomes a bit monochromatic and recessive to highlight the personalized designs on the apparel.
Photography
By shooting models on a simple seamless background, photography is flexible, modular and scalable. All product designs will be added in post production.
“Seems easy with a lot of options. Dragging and dropping sounds like it would be fun to create.”
Cecilia, Philadelphia Focus Group
