Art Direction / Photography / Styling
Thrive Market
The “Biggest Sale of the Summer” is one of Thrive Market’s largest annual sales. It spans seven days and features over 2,500 brands. It is strategically placed after the Fourth of July weekend, aiming to maximize post-holiday demand while delivering a high-impact shopping experience for the members. An email is sent daily, with an average of 15-25 products needed in each email; this requires product-heavy photography to promote the sale.
Every year, we try to up-level the creative from the previous year. The trickiest part of the creative for these sales is finding beautiful yet impactful ways to fit multiple brands in photography.
My Role:
I led the art direction, evolving our “shelfie” photography into a bolder, more graphic way highlighting key sale themes—popular categories, member favorites, seasonal essentials, and value-driven finds.
After stakeholder buy-in, I directed photography and visual execution across email, SMS, and onsite, to bring the campaign to life. The results spoke for themselves, with a 23% increase in promo revenue YoY. The campaign reinforced the power of a strong visual strategy in driving engagement and conversion.
My Role:
I developed the “Hero Vignettes” concept as a fresh approach to product storytelling. I broke larger product groupings into dynamic scenes featuring 3–4 products per vignette. This allowed us to reduce visual clutter while maintaining a cohesive narrative across a single image, and creating a GIF to seamlessly transition through each scene.
Working closely with our Merch Marketing team, I ensured this concept aligned with key product priorities and sale strategies while keeping the visual execution engaging and on-brand.