2021 - 2023
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Agency Partner:
Amplify
—
Agency Partner:
Amplify
PDX - SF
Created at Pinterest
Art direction, graphic design, retouching, agency direction
ECD: James Hurst, Design Director: Tim Belonax, Writer: Mac Huynh
Wave 3 Graphic Design support from Monica Hernandez, Feed Card art direction by Kitron Neuschatz, Motion design by Carlos Escoto + Kevin Taylor, Produced by Diana Fischman
Created at Pinterest
Art direction, graphic design, retouching, agency direction
ECD: James Hurst, Design Director: Tim Belonax, Writer: Mac Huynh
Wave 3 Graphic Design support from Monica Hernandez, Feed Card art direction by Kitron Neuschatz, Motion design by Carlos Escoto + Kevin Taylor, Produced by Diana Fischman
Pinterest ‘Creator Originals’ 2021
2021 was the Year of the Creator. At the heart of this was an investment in original content native to the Pinterest platform. I led the overall creative + art direction, as well as contributed design to 20 of the 24 executions.
Insight: The best way to evoke a behavior is to mirror the outcome you want.
Concept: Partner with Creators all over the world to seed the Pinterest platform with the kind of content we want to see. A scalable toolkit and visual center used for years to come, with enough modularity to avoid homogeny.
We couldn’t shoot anything, we had to use stock, and we were working against some immovable deadlines. This resulted in the textural stock approach that gave a vibe sneak peek of the series or the Creator.
We delivered a scalable and bespoke system that we could use for ANY Creator moving forward. Texture + custom type + motion principles in a toolkit to help drive forward Pinterest’s Creator work.
We also owned externally produced cutdowns and short digital ads to live on Instagram, Pinterest, and various owned channels. These were made by our agency partner Amplify guided by my creative direction and the hands-on direction of Kitron Neuschatz.
All delivered on-time and under budget by the watchful eyes of Producer Diana Fischman. Did I mention this was my 1st project at Pinterest and I started it my 2nd week there?
View 1 of the 24 series here.
2021 was the Year of the Creator. At the heart of this was an investment in original content native to the Pinterest platform. I led the overall creative + art direction, as well as contributed design to 20 of the 24 executions.
Insight: The best way to evoke a behavior is to mirror the outcome you want.
Concept: Partner with Creators all over the world to seed the Pinterest platform with the kind of content we want to see. A scalable toolkit and visual center used for years to come, with enough modularity to avoid homogeny.
We couldn’t shoot anything, we had to use stock, and we were working against some immovable deadlines. This resulted in the textural stock approach that gave a vibe sneak peek of the series or the Creator.
We delivered a scalable and bespoke system that we could use for ANY Creator moving forward. Texture + custom type + motion principles in a toolkit to help drive forward Pinterest’s Creator work.
We also owned externally produced cutdowns and short digital ads to live on Instagram, Pinterest, and various owned channels. These were made by our agency partner Amplify guided by my creative direction and the hands-on direction of Kitron Neuschatz.
All delivered on-time and under budget by the watchful eyes of Producer Diana Fischman. Did I mention this was my 1st project at Pinterest and I started it my 2nd week there?
View 1 of the 24 series here.
