vsco spaces campaign launch
PROBLEM :
VSCO approached us to craft a launch campaign for Spaces, a feature designed to foster creative communities through themed galleries. The challenge was twofold: appeal to their diverse user personas – Active, Curious, and Professional users – and ensure the campaign delivered both excitement and clarity. The solution required a hero video advert to tease the feature and build anticipation, paired with a dedicated landing page to provide deeper insights into Spaces.
SOLUTION :
Hero Advert
We began with the hero video, the linchpin of the campaign. My process kicked off with mood boards to establish the visual tone, followed by detailed storyboards that captured the essence of Spaces: connection and collaboration. The narrative was carefully crafted to resonate with VSCO’s user personas: Active users saw dynamic, fast-paced scenarios. Curious users were drawn into exploratory, abstract imagery. Professional users witnessed sophisticated, feature-driven functionality. The advert opened with visually striking, persona-specific scenarios before transitioning into an elegant reveal of the Spaces UI, highlighting its functionality in an artistic, abstract way. Upon presenting the storyboards to the client, we secured approval and moved into the animation phase, ensuring the final execution maintained the integrity of our vision.
Landing Page
The second phase focused on the VSCO Spaces page. I started with mood boards to define the page’s look and feel – clean, minimal, and distraction-free, ensuring the focus remained on communicating the feature’s value. After sign-off on the mood boards, we progressed to wireframes and then full designs.
The page’s design revolved around visual hierarchy and intuitive navigation. It featured:
The result was a landing page that balanced simplicity with functionality, aligning seamlessly with VSCO’s brand ethos.
The campaign launched across paid and organic social platforms including YouTube, Meta, TikTok, X, and Snapchat, achieving widespread visibility and generating significant excitement. The advert and landing page worked in tandem to drive:
The success of this campaign demonstrates the power of a cohesive, persona-driven approach to storytelling and design – turning Spaces into not just a feature, but a movement for creative collaboration.
ROLE : Art director
AGENCY: Wpromote
VSCO approached us to craft a launch campaign for Spaces, a feature designed to foster creative communities through themed galleries. The challenge was twofold: appeal to their diverse user personas – Active, Curious, and Professional users – and ensure the campaign delivered both excitement and clarity. The solution required a hero video advert to tease the feature and build anticipation, paired with a dedicated landing page to provide deeper insights into Spaces.
SOLUTION :
Hero Advert
We began with the hero video, the linchpin of the campaign. My process kicked off with mood boards to establish the visual tone, followed by detailed storyboards that captured the essence of Spaces: connection and collaboration. The narrative was carefully crafted to resonate with VSCO’s user personas: Active users saw dynamic, fast-paced scenarios. Curious users were drawn into exploratory, abstract imagery. Professional users witnessed sophisticated, feature-driven functionality. The advert opened with visually striking, persona-specific scenarios before transitioning into an elegant reveal of the Spaces UI, highlighting its functionality in an artistic, abstract way. Upon presenting the storyboards to the client, we secured approval and moved into the animation phase, ensuring the final execution maintained the integrity of our vision.
Landing Page
The second phase focused on the VSCO Spaces page. I started with mood boards to define the page’s look and feel – clean, minimal, and distraction-free, ensuring the focus remained on communicating the feature’s value. After sign-off on the mood boards, we progressed to wireframes and then full designs.
The page’s design revolved around visual hierarchy and intuitive navigation. It featured:
- Bold, concise headings to guide users.
- High-quality imagery that showcased Spaces in action.
- Strategic CTA placement to drive exploration and trial sign-ups.
The result was a landing page that balanced simplicity with functionality, aligning seamlessly with VSCO’s brand ethos.
The campaign launched across paid and organic social platforms including YouTube, Meta, TikTok, X, and Snapchat, achieving widespread visibility and generating significant excitement. The advert and landing page worked in tandem to drive:
- High click-through rates.
- Increased site traffic.
- 38% increase in free, plus & pro membership sign ups
The success of this campaign demonstrates the power of a cohesive, persona-driven approach to storytelling and design – turning Spaces into not just a feature, but a movement for creative collaboration.
ROLE : Art director
AGENCY: Wpromote
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