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Walgreens
Film & Studio at Walgreens
In my role as an Art Director for the Walgreens Film & Studio Team, I've taken the lead on numerous video and content projects, playing a pivotal role in bringing creative visions to life. This extensive involvement ranges from conceptualizing and pitching new ideas to clients to close collaboration with production agencies. I've worked directly with a diverse team, including producers, photographers, directors, studio crew, cast, stylists, video editors, and animators.
For each project I led, I kicked off our production agency, providing creative direction covering set design, talent specs, wardrobe, and music, along with detailed storyboards. In the post-production stage, I collaborated closely with video editors and writers, ensuring an accurate portrayal of the stories we aimed to tell. Additionally, I handled creative leadership and client reviews, ensuring all feedback was collected and addressed within deadlines.
Here are some highlights of only a few of the content series I've worked on during my time at Walgreens:
Shelf Life
The Walgreens series "Shelf Life" had a dual purpose: amplifying voices in underrepresented communities and showcasing Walgreens' support for entrepreneurship, community development, and job creation. Featuring founders of minority-owned brands like Mielle Organics, Otis Dental, and Black Girl Sunscreen, the series effectively bridged the gap between community and Walgreens' shelves. Each episode told the story of founders' journeys into Walgreens, reflecting the brand's origins as a small corner store on the south side of Chicago. "Shelf Life" attracted attention from suppliers, consumers, and media outlets such as Forbes, Essence, and Black Enterprise. The series received recognition with a Shorty Award in Retail & E-Commerce. In terms of video performance, "Shelf Life" exceeded historic benchmarks on the Walgreens YouTube channel. The launch video's views in the first two months were nearly 10x the channel benchmark, and the content continued to experience increased views and engagement throughout the series.
Ask Our Pharmacist
In Ask Our Pharmacist Walgreens brand leverages their pharmacists expertise to give advice on health questions and educate customers on how to use their products and services. Scripts deliver quick, actionable answers to customers’ search queries and empower them to turn to Walgreens for trusted advice.
Brand and Campaign
A sample of various projects executed for Walgreens, including OLV, Photography, Campaigns, and Content.
Organic Social
At Walgreens, I played a pivotal role in shaping the Quick Turn Social Playbook—a comprehensive document that served as a guiding force, establishing a shared language and ensuring consistent work and effective results across teams.
Working closely with social media partners, I leveraged performance data and social insights to define standards and successful plays. My involvement in Walgreens' social initiatives included concepting and pitching new content ideas, collaborating with production agencies to build a robust content creator cohort, and producing in-house videos, one of which earned a Viddy award.
In the dynamic landscape of social media, where agility is crucial, I led the development of at-home video guidelines. This initiative empowered our pharmacists with the tools needed to film content from home, unlocking new opportunities for native social content with record turnaround times.
Site Marketing Campaigns
During my time working in-house at Walgreens as a Sr Designer I also had the opportunity to art direct and execute monthly seasonal campaigns for both email and site channels. This included presenting creative concepts to marketing and merchandising partners, product curation, set building, styling, photoshoot art direction, retouching, and final design.
Trends and Merchandising
Design Guide
As a member of the Walgreens Brand & Campaign team, I led the development of Seasonal Merchandising Guides. These guides were meticulously crafted after extensive trend research to inform stores' product offerings, ensuring a strategic and appealing seasonal merchandising approach.
myWalgreens
Only a few months into a rebrand and a global pandemic, my team and I were given a challenging job that would ultimately change the way Walgreens customers shop in stores and online. We were tasked with replacing the existing Walgreens Balance Rewards loyalty program with a better, but completely new program that focused on personalized offers. Choosing how to message this big change was a complex task, involving a large team of brand marketers, business partners, and copywriters. In this project, my role as an art director involved designing and directing the myWalgreens site experience across various digital touchpoints. The goal was to alert and excite customers about this substantial shift. Presenting multiple concepts for the program's landing page, the team opted for a design that leveraged the red thread—a new brand element unifying the myWalgreens experience. We embraced this element to guide customers through a journey, showcasing the program benefits. The incorporation of SVG animation added a lively and interactive dimension, setting the myWalgreens experience apart on Walgreens.com.
Walgreens.com
Homepage Redesign
As part of a rebrand in 2020, I had the opportunity to lead the Walgreens homepage redesign. The page was improved with a modern look and much-needed negative space. Brand colors, fonts, and UI elements were updated. Responsiveness and accessibility were a top priority. The result is a brighter, cleaner, and more engaging page.
Site Marketing Design System
In an effort to address growing inconsistencies across walgreens.com marketing pages, I led the creative development of the Site Marketing Design System–a collection of reusable components, guided by clear standards, that designers can mix and match to create cohesive pages quickly and efficiently. I worked closely with developers and UI designers to ensure consistent user experience and seamless implementation. Below are just a few pages of this extensive project.
