Unbelievably you.

CHALLENGE
Cricut’s mission is to help people lead creative lives by providing the tools and inspiration they need to make beautiful, high-quality DIY projects with ease. Delivering on our mission, Cricut created Infusible Ink™, an innovative eco-system of DIY products that make vibrant, professional-level heat transfers possible at home for the first time. There is no other product like it on the market. Our challenge was to capture the hearts and minds of the Cricut audience in introducing this new ecosystem of products.

STRATEGY
Insights: Crafters strive to make personalized items look and feel professional, and 57% of crafters aim to customize items. They take great pride in what they can make, and hearing “I can’t believe you made that!” is music to their ears.

Solution: Through real crafters, we captured the excitement and awe they felt in discovering how Infusible Ink™ allowed them to make vivid and professional looking items on a level they had never seen before. We showcased dozens of creative projects and people using them to change the perception of handmade by elevating what’s possible.

PROJECT
CRICUT PRODUCT LAUNCH CAMPAIGN

MY ROLE
CREATIVE STRATEGY
CREATIVE DIRECTION & OVERSIGHT

CREDITS
CRICUT CREATIVE DEPARTMENT INCLUDING:
DREW DOWNIE, CREATIVE DIRECTOR SHANAN CARNEY, DIRECTOR OF COPY CAMERON VANAUSDAL, DIRECTOR OF PHOTOGRAPHY

AGENCY PARTNER, VIDEO: ALL THE TOYS