Life in Motion. This season is all about feeling light and free, with lighter apparel and footwear that make it easy to choose adventure every day. We created a premium, style-driven, content enabled lookbook experience depicting our “Life in Motion” by featuring models breaking through boxes to create motion and exhibit the freedom to choose any adventure.
Full-width lifestyle photography and dynamic typography set the tone for the season and the CTA drives consumers to watch the seasonal video. Each of our three key seasonal looks is introduced with a head-to-toe image. A closer cropped detail shot animates up with a fashion influencer quote revealed on rollover or tap. A product carousel allows for easy shopping of the items in each look.
Additional lifestyle and on body product shots are shown in carousels with shoppable key collections in a product tray below.
The key look layout alternates left/right as consumers scroll down the page with a very slight parallax scrolling affect to create subtle movement. While used minimally, the animation pays off the idea of a Life in Motion.
A curated (and shoppable) social feed showcases blogger and user generated images and provides an opportunity to show alternate colorways and additional styling cues.
Product carousels allow the merchandising team to present accessories after the key marketing styles, driving revenue for smaller categories that don’t often get featured on key experience pages like a lookbook.
THE TEAM
Creative Director: Ali Pike
Visual Designer: Casey Lynch
Developer: Ryan Obermiller
Copywriter: Mike Abenante
Project Manager: Barbara McCaffrey