Skip Hop / Kids’ Bags & Mealtime Launch Campaign
Photography, Web, Email, Paid Social, Organic Social
Skip Hop offers children's gear and parenting essentials designed for modern families. The brand launched the Spark Style Collection, a new line of kids’ bags and mealtime sets for older children — its first collection targeting this age group. The campaign needed to establish a distinct, age-appropriate creative direction while standing out within the brand’s 30 Days of New Arrivals event.
Role: Art Direction & Design
Lifestyle Photography: Daymion Mardel
Product Photography: Carter’s® Studio
Creative Director: Jessica Podoshen
Copywriter: Allegra Holch
The campaign positioned the collection around big-kid individuality and self-expression, using bold, fashion-forward visuals designed to appeal to older kids and stand apart from Skip Hop’s existing kids’ bag lines.
Lifestyle & Product Photography
I art directed the photography around bold color and playful energy, with dramatic lighting and hard shadows adding a pop-art feel. Each product theme inspired a distinct color palette, while consistent camera angles and composition created cohesion across the collection.
Art Direction & Design
I led art direction from concept through final delivery, developing shot lists, casting talent, directing lifestyle and product photography on set, and overseeing post production. I then created the launch campaign, designing across homepage, email, paid social, and organic social.
Homepage design for the launch, featuring the “30 Days of Fun New Arrivals” campaign mark I designed. The mark appeared on the brand website throughout the month-long event, promoting weekly product launches alongside the Spark Style Collection.
Launch CAMPAIGN
Playful elements included polaroid-style imagery, stickers, and washi tape, inspired by back-to-school and summer-camp aesthetics.
Three emails supported the campaign launch
Driving product discovery
Meta Ads and organic social content were designed to drive engagement and product discovery across the collection.
The Result
The visual framework successfully scaled beyond the initial 18-product launch, supporting 20 additional products and four new design themes while maintaining a cohesive campaign identity.
