Rarity is a campaign that I creatively lead via .Com at Harrods. Essentially, the project is around showcasing the most exclusive and luxury products from a carefully curated list.
The campaign was store focused but we decided to bring it to life online. In doing so, this spanned many different divisions, from trade and marketing to content and creative. We all became aligned to produce a digital environment for this campaign.
One of the initial ideas was to keep these amazing products locked behind a safe and open the huge door to reveal. I took this concept and created an intro video used for the background of the header module, on the landing page. This somewhat gave the user a sense of experience and engagement with the overall campaign theme.
In terms of structuring out all of the category landing pages, there was constant communication between teams to understand what products were being highlighted and featured on these pages, and if they were transactional so we could link to PDP’s.