Shelby Catalano

Lockup

2020 was a turbulent year that required considerable pivots and innovation in eCommerce, and this Ashley HomeStore campaign was no exception to the rule. As the most tenured writer in the company's Creative department, I was tasked with pitching holiday messaging that would appropriately bring the warmth and comfort people craved, while still acknowledging the different circumstances everyone was experiencing during the pandemic. I conducted competitor research, mapped out multiple key messages, and presented parts of a presentation (see below) to the creative director that landed on "celebrate the magic of home." This was done simultaneously with design so we'd have a cohesive feel across the visuals and intended tone. The tone—"whimsical and festive"—was crafted to bring levity to being at home and during everyday moments. The main brand spot for the campaign got 2.7 million views and garnered considerable resonance with Ashley's audience about finding joy in the little pockets of everyday life. This also connected the home to general wellness and joy, which sparked my passion for connecting the human parts of ourselves to our habits and the products and services we use. I also created additional radio scripts that blossomed from multiple ideas that launched from this pitch deck and went on to leverage the core messaging across all our assets, including website pages, emails, and social media posts.​