Walgreens 2018 Holiday Catalog

Ask: Elevate drugstore fragrance and beauty items with the creation of a luxury gifting catalog for the holidays. This will be sent to a targeted list of customers who have already purchased items in these categories, so they are more likely to purchase again. The holiday catalog should have a strong focus on the variety of luxury products carried in store and online, while still communicating the value of purchasing from Walgreens.

Execution: There were several stages that went into the creation of this catalog and all catalogs that came after it. We began with concepts and mood-boards to present to our client. Once they approved of a direction, we mocked up the layout and imagery for all pages to be approved again before going into our photoshoot. For the shoot, I created a detailed shot list with photo direction, prop and lighting notes. I flew out to our studio in Dallas, Texas to direct the 4-day photoshoot, then provided retouch direction for our team in Tucker, Georgia, and we finally compiled all retouched images into layout. The success of this pilot project ultimately resulted in a very happy client and our team gaining more catalog projects, expanding to other holidays and categories.

Creative Director: Mike Halvorsen | Senior Designer: Robin Robinson | Designer & Photo Art Director: Jordan Triplett

Walgreens 2020 Mother’s Day Catalog

Ask: Create a catalog for Mother’s Day fragrance and skin care gifting.

Execution: For this catalog, we saw some room for improvement on the consumer experience. In order to help inform consumers on what they were shopping for, we created scent icons as a guide to finding the scent that suits your mom best. We included some of these scent cues as props for some beautiful color and visual interest, which also created a quicker association between scent and packaging. We completed our photoshoot ahead of schedule by a full day, so we created a few stop-motion pieces to showcase how this catalog can expand into social channels as well. The client was thrilled to see our team go above and beyond the original ask and has now requested more of this type of work for other catalog projects.

Creative Director: Mike Halvorsen | Senior Designer & Photo Art Director: Jordan Triplett