top of page

The North Coast Collection

Decision fatigue is real. The website's overwhelming offering of eyewear was daunting and we had yet to offer a truly curated collection to the masses. We decided we would base this one off the North Coast paying homage to where were located without directly pigeon-holing SF. 

Working with creative lead, Tony Vitali and a tight photography & styling team, we pitched a budget that would break the ice with our executive but was no way a bargain as we had a lot of empty bases to cover. I helped facilitate a brainstorm for the naming for each merchandise selection. I created logo lockups for the collection. I took lay-down shots of that merchandise on site of our shoot. We also invited a video team to help create a commercial and this is what we came away with. I performed all post production photo retouching, and created all digital & print deliverables & marketing output; including landing page mockups & assets, category banners, affiliate ads, email, social ads, and a printed catalog. 

We've had other collections since, but this one still beats the rest by far in revenue year after year. 

See the collection here:

See the social media video ad here:

Brainstorming of names

bottom of page