During a six month contract with American Eagle Outfitters, I directed product photography and eCommerce creative for the company's two pilot brands - Martin + Osa and 77kids.

The new Martin + Osa line was designed to attract the segment above customers in their teens and twenties, which the AE brand was already positioned to reach.

These home and landing pages were designed to appeal to customers in their thirties and drive traffic into the "Shop By Outfit" engine running consistently across all AE eCommerce sites.

Mixing various products and combining them with matching lifestyle photography led customers into the "Shop By Outfit" engine, where each piece was represented in an online catalog.

Bi-monthly email marketing campaigns were designed and pushed to targeted mailing lists, featuring the signature outfits that combined to represent the complete line.

Matching the seasonal cadence of product and customer lifecycles, the email marketing campaign continued regular delivery of promotions and offers to clear inventory. Meanwhile, new creative assets were prepared for the site-wide seasonal refresh to introduce new Spring products.

Denim was to become the focus of the Spring campaign. As email marketing continued closeout promotions, new denim-specific images were debuted.