Yume Toys
The introduction to market of the new plush collectibles line, Yume Toys required a cross-functional team of internal Marketing, PR, and external Brand Managers. My job, as the lead creative, was to decode and align the different objectives each primary stakeholder had in the visual strategy.
For Yume, it was important to produce appealing and playful content that would encourage high engagement among the audience.
To align objectives, I led a strategic conversation that helped us set the foundations of the content creation strategy. This is how the first meeting unraveled.
To start, I prepared a series of examples to illustrate the capabilities the in-house studio had, emphasizing how the composition can transform the environment to portray a toy like a limitless resource of fun and imagination.
Then taking the cartoons as inspirations, I outlined a series of examples of proposed pieces of content that would be easily sharable among the community to increase awareness.
Using examples, I also suggested trends like color blocking the grid to create an appealing visual flow that enhanced the colorful nature of the plush toys.
It was important for me that the Brand Managers could visualize what the grid could look like on Instagram. I mocked up examples using the real plush toys in environments similar to the worlds they belonged to.
This initial conversation functioned as the main engine to create synergy between the team and the ideas behind different campaigns and activations.
We strategized as a team and I took it from ✨concept to memorable digital content✨
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One of the biggest take-aways was how key it is to prepare examples that communicate how paramount visual storytelling is for a brand that is looking to be established as a leader in any area.
