Add a little you.

CHALLENGE
Cricut, a creative technology company that’s brought precision smart cutting machines to millions of households across the globe, launched it’s first-ever compact smart cutting machine designed for making anywhere, anytime. Five+ years in its creation, Cricut Joy is intended for the creative “dabbler”, a growing global community of people who want personalized, handmade items, but purchase them online or make them infrequently. Our challenge was to introduce a revolutionary new product and inspire this audience.

STRATEGY
Insight: The “dabbler” has the desire to create their own projects but typically doesn’t have the confidence or space in their home. Some dabblers are reluctant to invest the time and effort to get serious about crafting.

Solution: We enticed the dabbler audience by showing them how simple, easy, and fun it can be to make everyday, achievable projects with Cricut Joy. Our goal was to shift the dabbler mindset from hesitant to confident, and from discouraged to inspired. For our more versed hobbiest audience, we conveyed the versatility of Cricut Joy and its benefits as a companion to its larger, sister machines.

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