STYLE IN MOTION FEATURING KEVIN LOVEART DIRECTION, UI/UX, VISUAL DESIGN
An interactive editorial campaign page featuring NBA All Star, Kevin Love, highlighting innovation and customer benefits of performance pieces in the spring collection.
VIEW PROTOTYPE
CONCEPT
For the Spring 2017 collection, Banana Republic began incorporating new sportswear technology, such as moisture-wicking and water-resistant properties, into their classic menswear pieces. We were challenged to come up with a 360º campaign to educate the customer on these new added benefits, something that was only found in athletic apparel, and showcase how versatile the pieces were.
DESIGN SOLUTIONS
DYNAMICALLY PULLED PRODUCTBecause this page lives throughout the e-commerce experience, it was important for me to incorporate shoppable elements. I worked with developers to include a "shop similar styles" widget, which dynamically pulls live product from a category assortment. This ensures a continuity in a user's buy path, luring them to transition between behaviors like browsing into shopping.
MOTION VIDEOTo elevate the experience, I proposed we shoot video to demonstrate the different technical properties featured. While on set, I worked with the photo Art Director to ensure that the lighting, crops, and movement captured worked cohesively in my design.
