30 years ago, Jaclyn created the first celebrity fashion line at a major retailer – a move that would forever change the landscape of fashion.
This year, she celebrates this great feat in classic style with her daughter, Spencer Margaret, who embodies the next generation carrying on the classic style in the most modern way.
By capturing Jaclyn and Spencer Margaret in looks from the Fall 2015 Jaclyn Smith collection, we've proven how two generations, two different styles, two forms of expressions can break barriers – especially age and trend, by both having iconic style.
Kmart Spring Style Status 2015
A video campaign celebrating the spirit of spring with Kmart's top fashion brands, shot with director Meagan Cignoli using her signature stop motion style. We follow our girls Victoria and Dani as they steal each other's looks out and around Miami.
Campaign video drove brand awareness and consideration, exceeding the Kmart.com Visit Rate benchmark.
Native content co-created with media partners also drove site visit rates and CTR that exceeded Kmart benchmarks. In addition, content created with PopSugar exceeded the partner’s benchmarks (custom video series views were double PS’s benchmarks) .
Compared to the previous season, the Spring 2015 campaign had a higher CTR, Product Views per Visit, Conversion Rate and Revenue per visitor.
Campaign garnered $222,000 in total online revenue
Relaunching Kmart Fashion, we created a fresh, aspirational visual language of Kmart's apparel collections with bright, bold imagery, a stylish palette, and engaging content through partnerships with credible fashion players for our young, digital consumers.
Karen Brody Identity
Created the identity and developed print and website to mark the exciting launch of Karen Brody’s Chicago Makeup Artists group.
A selection of announcement pieces created for the lovely Asrai Garden
Masters of Madness
A holiday spot to promote Kmart's "Buy Online, Pick-up In Store" service with some celebratory dance moves.
A look at various campaign for Skin & Bones
A selection of looks from Kmart's past season's collections.
Shot in NY with photographer Serge Nivelle
Our Fall Style Status was a fun hide-and-seek game around town of the girls catching quick photos of one another. Although they are playfully running around as if trying not to get caught - when they are spotted they don’t shy from the camera - instead they strike a pose. With each click of their camera, the girl’s outfit changes into different look.
Our campaign drove over $1.04MM in total revenue for the brand, with a paid media spend of $917k
Total impressions: 54 million, driving 1.2 million visitors to kmartfashion.com
Mobile app created for XFINITY using Sweet Spot’s technology to capture shoppers attention while in store. By selecting the Sweet Spot WiFi, consumers are driven to a unique XFINITY branded experience of holiday content mixed with informative guides on how to make the most of their new purchases.
Excited to have our new packaging unveiled on thedieline.com, the most visited website of package design, in the world.
This relaunch of packaging and print collateral was timed with release of the Skin & Bones Balm and Candle. These new products were revealed at the Elements Showcase in NYC, August 2012.
a craft community
We created a place where a community of crafters can visit every week for new projects, inspiration and tips, all created by HP’s wonderful editor and her panel of experts. Each project is armed with step-by-step instructions for a no-fail situation and users are encouraged to go one step further and put their own mark on the craft. This is a place to be inspired and to inspire others.
A guerrilla campaign designed to create buzz around the new brick and mortar location from the niche Mac n' Cheese food truck of the southern.
A huge departure from the previous e-commerce site, this design was created to encourage a social and engaging hub for the community of Sears and Kmart loyalty program for shoppers.