Case Study
Protocol / Full picture
The Ask
Protocol needed to launch Full Picture, a lighted magnifier, in a saturated white-label market. With no brand history and major retailers like TJ Maxx and Marshalls evaluating it for holiday placement, I had to create standout visuals for DTC, Amazon, and sales presentations that would win shelf space and drive conversions.
The Solution
I focused on adults 50+ and moved beyond typical reading shots. Working with photographers and a videographer, I built lifestyle content around real moments—crossword puzzles, reading ingredient labels, workshop fixes, and portability. The result was a relatable, multi-use product story that helped buyers and customers see Full Picture as an everyday essential.
Client
Protocol
Role
Creative Director, Art Director
Scope
Product Launch Campaign, DTC & Amazon Creative, Retail Sales Presentation Materials, Lifestyle Photography & Video Art Direction
Scope
Photographers, Videographer, Designers, Copywriters, Sales Team
Impact & Results
The campaign drove over 100,000 units sold to brick-and-mortar retailers and established a consistent revenue stream across DTC and Amazon channels. The creative successfully elevated a commodity product into a differentiated holiday must-have.