For the Spring 2019 campaign, ModCloth launched “Against the Current” — a powerful brand story celebrating those who live life on their own terms. The campaign featured four strong individuals from different walks of life that embodied this uncompromising nature: Halsey, Awkwafina, Dascha Polanco, and Hari Nef. Each woman was metaphorically tied to a natural element that spoke to their personal story.
This campaign involved a large multichannel ad push across YouTube and other social platforms, TV spots, and billboards. The centerpiece of the campaign was a short film directed by Alex Prager and scored by Ali Helnwein. Additional filmed interviews with each woman were also featured.
I was tasked with creating the custom-coded microsite experience which featured the short film, filmed and written interviews, and product features. The design process involved aligning with the brand marketing manager and a third party ad agency on story and product strategy and pitching layout proposals to executives.
