A campaign leading up to the release of new color ways of older STX ice hockey products, the Color is Coming campaign aimed to build excitement and intrigue around existing products. The campaign had one look across two distinct phases: teaser and launch. Color is coming existed across several platforms, seeing both teaser and launch content on STX’s social channels, marketing emails, printed advertisements and various STX website assets. The campaign is built around an explosion of color that teases at which products would be receiving new colorways while not revealing any information as to what colorways would be revealed. This was done in order to garner excitement around the products as opposed to the colors that would be released. The role I played in this project was concerting the campaign, assessing and making design changes based on client edits, production of all teaser assets including videos, design of social posts and marketing emails, directing any team member being introduced to the campaign for the first time, and production of the launch assets.
