SHUTTERFLY 2019 BACK TO SCHOOL
Pitched five concepts for Shutterfly’s first ever back-to-school campaign, including the winning concept that came to life across all channels. It focused on personalization; a core pillar of the Shutterfly brand. By addressing each child as unique and special, we celebrate all the qualities that a kid can encompass: Loud, Quirky, Nice, Bold, Funny, etc.
The “Unique Gear for Unique Kids” campaign cornerstone was the blue tonal ‘blackboard’ with various school motifs; lockers, a gym, a study desk and a library. The print campaign revolved around a day-in-the-life starting with a mom of three getting her kids ready for the first day of school in the entryway of their home.
TV SPOT
The TV spot was shot based around a cutout of a Shutterfly school bus with the kids jumping out the bus door to showcase their unique Shutterfly Back to School product. The bus driver was a dog.
STORYBOARD
BEHIND THE SCENES
PHOTOGRAPHY
SITE
DIRECT MAIL
CONCEPT GRAVEYARD
Before there was a winner, there were a lot of concepts presented. Take a look at “how it all started” in our initial concept presentation deck.
the team! creative director: Timothy Jones // associate creative director: Christina Clugston // lead copywriter: Alex Peterson // photo art director: Meghan Pakes // designer + illustrator: Katelyn McDonough