OOH campaign for MIRROR
MIRROR needed design and creative direction for their 2019 subway campaign.
Responsibilities
Define business initiatives and campaign objectives with stakeholders.
Present mood-boards, sketches, and iterations of potential solutions to the CEO.
Execute final designs and lead all communication with Outfront Media.
The goal
Design a campaign to help drive e-comm sales during Q4 and overall brand awareness.
Push on in-store shopping so customers get the interactive experience + include online.
What’s currently not working
We need to show the Mirror in various spaces within the home.
We aren’t showcasing class variety within selected photography.
Our copy does not speak to what the Mirror actually is and what it does.
Product explanation: When it’s off, it’s a Mirror. When it’s on, it’s a gym.
Photography needs to be retouched better to represent a natural reflection.
In photos, ehe Mirror sometimes can look like a T.V.
Our approach
I complied a moodboard and hosted brainstorming sessions where I would walk thru and present different design styles and combinations that could work for us. While presenting, I annotated on the specific elements that felt the strongest and explained how we could re-create to align to our campaign’s story.
Writing the story
I came up with a fee copy options that could tell our campaign’s story while asking questions like:
What is MIRROR’s tone?
What demographic are we speaking to?
Where are these people seeing this?
How do we explain who we are in a minimal way?
Things we tried
What we came up with: One Mirror, Every Workout
One Mirror, Every Workout touches on MIRROR’s main selling points:
Flexibility, Variety, and Content.
We also introduced “It’s Not Just a Mirror” for better product explanation.
Teamwork makes the dream work
Together, we cut-out the ads and did placements test to ensure that all of them could live shoulder-to-shoulder and “feel like a family.”
Getting everything pixel perfect for print
I lead all communications and acted as the bridge between our freelance re-touchers, Outfront Media and the internal MIRROR leadership team. This required coordinating meetings, relaying feedback, and handling the official pass-off.
Final product
One Mirror, Every Workout was successfully printed and shown throughout the New York Subway Cars.
