Shutterfly
Multi-Channel Marketing
Role
Senior Managing Art Director — Oversaw end-to-end creative direction for Shutterfly’s high-volume seasonal campaigns, balancing strategic vision with hands-on art direction across photo, digital, and social content.
Challenge
Shutterfly needed to strengthen its emotional connection with customers across life stages — from everyday moments to milestone celebrations — while bringing its “Happiness Guaranteed” promise to life in more meaningful, human ways. The goal was to create relatable storytelling that inspired confidence in the brand and authenticity in how people saw themselves reflected in it, all within the demands of monthly shoots and high-volume product marketing.
Approach
Evolved Shutterfly’s storytelling to celebrate real life — imperfect, joyful, and deeply personal. Led concept development, storyboarding, and art direction across multiple monthly shoots, ensuring every campaign captured the warmth and sincerity at the heart of the “Happiness Guaranteed” promise. Partnered with stylists, producers, and product teams to create stories around a wide range of products — from cards and photo books to gifts and home décor — guided by quarterly creative frameworks that unified tone, photography, and color across channels. Scouted authentic, real-home locations and cast families and friends to keep the work genuine and resourceful.
Result
Delivered cohesive, emotionally resonant storytelling that deepened customer trust and connection — embodying Shutterfly’s “Happiness Guaranteed” promise at every touchpoint. Strengthened engagement, order volume, and brand momentum through unified creative and efficient, scalable production.
Contributors
Stephanie Yee, Creative Director
Lindsay Marie Thomas, Designer