curious + creative
↖ school
head in the clouds
feet planted on the ground
eyes glued to the screen
homegoods dream vibes
role: art director
agency: edelman new york
client: homegoods
date: march 2021
category: social, display, homepage, email, print, packaging
tldr: dreams show what you really need in your life. this would include your home vibe
what’s the lowdown?
we take the dreams people write or record and translate it to one of the 84 dream vibes.
+ we did this through decoding the dream’s sentiment to give us your mood/vibe through IBM Watson Natural Language Understanding algorithm. and showing textures, colors, shapes, and décor details that resulted from that.
+ we used over 1,200 assets within the system to build the automated 84 moodboards
+ of course the most eligible, dreamiest bachelor—tyler cameron (at that time)
social: META in-feed + instagram stories + website banners + TJRX launch/reminder emails
mailer: packaging + gift card sleeve + collateral cards
iteration examples
gcd: kristen kusterer
cds: annie elliott + samantha wilco
cws: emily curran and grace messara
ads: kelsey kovalcik + kalana white + jade song
design: rebecca price + kelly salih
house beautiful // apartment therapy // real homes // bustle
popculture // the spruce // people // todayteam
tdlr: all the places they talked about it + results below!
+ more than over 500+ million media impressions
+ over 3,000 users completed the experience
+ microsite was top driver to HomeGoods.com that month