BACKGROUND.

As tablet penetration continues to increase among AVEENO^®’s target audience – female beauty enthusiasts, ages 25-49 –AVEENO^® wanted to create a rich interactive ad to showcase their Daily Moisturizing Lotion and POSITIVELY RADIANT^®  line of products. Jennifer Aniston is an aspirational natural beauty for this target audience so she is naturally a perfect fit for the ad.

THE ASK.

To create a rich html5 ad featuring Jennifer Aniston within popular magazine apps. The ad should make it easy for readers to learn more about AVEENO^®’s Daily Moisturizing Lotion and POSITIVELY RADIANT^® brands. Gestures should blend seamlessly within the native tablet experience. Users should be able to engage with the experience without any learning curve. Additionally, the ad should drive to a site where readers can quickly purchase their AVEENO^® product.

MY ROLE.

I was the Creative Director on this assignment. We were extremely short on staff, I also Art Directed and designed the ad. I was responsible for walking clients through our concepts and our designs. I also worked with various mobile ad publishers to ensure that the experience translated perfectly from mock to code, including animation timing, fade-in, fade-out, and tweening effects.

MY PROCESS.

 

Since this ad would be placed within popular magazines, I wanted it to resemble the centerfold of a print ad. Jennifer Aniston’s photo fit beautifully in the background of the ad. The products were brought into the forespace for prominence. Using scale to show perspective, I wanted to create a carousel experience that worked much like iTunes’ coverflow. Our readers are accustomed to interacting with their devices this way so this presentation made interaction simple for users. Finally, I added a frosted shelf to display the products as to mimic a beauty counter at a department store. This also created a graceful divider between the floating products and Jennifer Aniston’s background photo.

 

THE RESULT.

The tablet ad drove huge engagement and click-thrus to sales. The POSITIVELY RADIANT® line has grown to become the largest platform for AVEENO® Facial Care. The following year, the client had requested for us to work on this ad again but not to change anything other than Aniston’s new campaign photo, proving that this Creative exceeded client expectations.