Timing
2021
My Role
Art direction
Tools
Figma, Adobe Photoshop
Context
The two biggest seasons for Marketplace are early summer and the holidays. The team worked to art direct campaigns for these tentpole campaigns, deciding to shoot content for summer, and take a packshot approach to the holidays.
Outcome
The summer photoshoot captured nine scenes over two days, resulting in more engaging on-site experiences that engaged customers. The visually appealing content significantly boosted sales through our email journeys, demonstrating the power of high-quality imagery in driving customer engagement and conversions. Despite good campaign performance, Marketplace was shuttered in the summer of 2023 after struggling with the economic effects of the pandemic and ensuing inflation.
Team
Loblaw Digital team: Aoife Kilpatrick, Megan Cheung, Jessica McLeod, Jeeval Tailor.
Rodeo Production: Producer: Charles Reisdanaee. Executive Producer: Vahid Tizhouch. Photographer: Daniel Ehrenworth. Digi Tech: Patrick Marcoux, Mori Ariany. 1st Assistant: Adam Coish. Production Designers: Britt Skelly. Retouching: Mark Tyler.