KIRSTY BUTLER-BROWN
CREATIVE & DESIGN DIRECTION
TOMFORD.COM – Website Launch
I was part of the pitch-winning team at Spring who were tasked to establish Tom Ford's digital flagship – and build its first e-commerce solution.
As lead Art Director, I worked with the brand and ECD to develop the online visual aesthetic, including a campaign to tease the upcoming website launch.
My role involved creative concept, on set art direction and overseeing post production. I collaborated with the lead designer and developer to generate
ideas for website functionality and took ownership of visual elements.
We launched with 1600 eCommerce product images, editorial stills, and moving image. I devised comprehensive shoot guidelines for all online photography,
including accessories and beauty categories.
The launch was a success, with a 60% increase in daily worldwide traffic and good conversion rates.
There was also a great response to the visual approach from both its audience and the fashion press.
Photography: Charlotte Wales | Production & Creative: Spring Creative | Film: Spring Fashion Film
"Tom Ford launches sexiest e-commerce site in internet history…
The photography alone seems game changing in the world of e-commerce"
"The lips section is the best treat of the site… How enticing? How Tom Ford!"
— ELLE Magazine
"Tom Ford has seen the future of online shopping and it looks very, very good"
— Esquire
 |  |  Editorial shoots could be used across all channels – including homepage, landing pages, category headers, email newsletters and social media channels. |
|---|---|---|
 |  Development of comprehensive shoot guidelines and art direction for all product photography. |  Concept and art direction of photography on product details page, showing the scale of the product with a distinctive brand attitude. |
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