Sculpey Ad Campaign
For this ad campaign for Sculpey, an unexpected approach was used to appeal to the creativity of crafter's across a broad audience by featuring the work of a number of talented sculptors in the form of miniature animals created from this polymer modeling clay. With a sense of playfulness and whimsy the ads illustrate the concept of giving form to an idea and fabricating something to be treasured, to stand out from the crowd. The animals are depicted as emerging from - or rather “crashing” through - paper, the page of a magazine, leaving behind “the crowd”. This unified approach to the basic concept leaves some leeway to allow each animal to use it’s own unique way of making an entrance.
I hand-crafted the Sculpey typography, but unfortunately had to leave it to the professionals to create the adorable animals. After a number of attempts I learned it was much harder than it looked! I might dream of working as an Art Director at Sculpey with professional sculptors and photographers who would be appropriately compensated. In lieu of that, I’ve given special credit to the individual artists whose work I’ve used, by featuring two of them in articles about their work, and the others - who I was not able to find information on, save for their name - I've given a simple "shout out".
Tina Goodrich
Kirstoi Dee Raa
Sculpey App
Sculpey wished to increase interest in their brand by creating a new App to appeal to their target audience’s enthusiasm for crafting. Using digital functionality of the phone, the App was designed to engage users in interacting with the product by simulating the experience of molding Sculpey’s polymer modeling clay. Users swipe the screen to “stretch” the clay, move a finger in a circling motion onscreen to create a clay “ball” and so on, to make a creation of their choosing. When the creation is complete, users earn a coupon for discounted prices on Sculpey products. The App can also be used to locate a Craft Store and sign up for a Craft Class there of any kind. Upon completion of the first class, the consumer earns a coupon for a FREE Sculpey product.
