For this campaign, my team at Madwell introduced a new photography style to the brand to help roll out the savings wagon. The aesthetic moved away from a fantastical, monochromatic studio world to a more minimal, on-location, rooted in reality look-and-feel. Concepting became less about creating fabricated worlds and more about revealing the niche real worlds of friends and community that could come together and save big.
B E F O R E
A F T E R
A small peek into my sketching process for photoshoots.
We worked closely with photographer Justin Bettman to capture these scenes in minimal, but striking environments. Applying a universal filter that subtly desaturated the backgrounds across all scenes helped create continuity in the campaign and kept the focus on the foreground, where the talent and product would be featured. Props and wardrobe pulled from our extended color palette, helping the scene feel intentional and somewhat branded without losing that touch of realism.
The incredible team throughout multiple productions and waves of paid media.
Senior Design/AD Lead: Jen Beck
Senior Copywriter: Charity Lombardo
Designers: Eric Holton, Charlotte Ableman, Brianna Bradley, Wake Coulter
CDs: Pedro Saldarriaga, Brett Dixon, Chris Church
Agency Producers: Brigid McEntee, Andrea Buccilla
Account: Kait Erickson, Sarah Korner
Photographer: Justin Bettman
Retouchers: Recom
Production: Anderson Hopkins
Senior Design/AD Lead: Jen Beck
Senior Copywriter: Charity Lombardo
Designers: Eric Holton, Charlotte Ableman, Brianna Bradley, Wake Coulter
CDs: Pedro Saldarriaga, Brett Dixon, Chris Church
Agency Producers: Brigid McEntee, Andrea Buccilla
Account: Kait Erickson, Sarah Korner
Photographer: Justin Bettman
Retouchers: Recom
Production: Anderson Hopkins