Obama for America Online Store
The campaign store was home to all Obama merchandise designed by our in-house creative team as well as influential guest fashion designers. Thousands of people would visit the site daily to get their bumper stickers, placards, buttons, dog scarfs, or favorite t-shirts. For the initial design I consulted with Threadless to get some insights into online store design. The site had to be easily navigable and drive the user to purchase, which would result in raising millions of dollars for the campaign. Through testing of the site and sales data, we would consistently optimize and update user flow and graphics. I directed our product photoshoots which were usually shot on the fly in a small room next to the design area. When time allowed, we'd venture out of headquarters and have mini photoshoots in the park nearby.
These graphics would be sent through email to supporters in order to bring them to the online store. Marc Jacobs, Tory Burch and Dian von Furstenberg were just some of the big names who designed tees, totes and other paraphernalia for the online store—the Runway to Win effort ultimately raised over $40 million.
Social Media Posts
We often needed to get the word out about a new merchandise item within minutes of its arrival. We would share images like this on social media or through email. I would throw together a quick scene with the product and other items, textures, or props.