Victoria’s Secret

Commercializing the world's most watched fashion show.

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The Victoria's Secret Fashion Show is the most exciting, extravagant international marketing event of the year, generating an estimated 2.2+ billion impressions worldwide.

Our goal was to give fans around the world an exclusive VS Fashion Show digital experience taking them beyond the TV broadcast with seamless ties to shopping.

ROLE

Creative Director, UX

CONTRIBUTIONS

Art Direction
Strategic Planning
Cross-Functional Collaboration
User Research
Interactive Prototypes & Testing
Content Strategy
Information Architecture

Watch and shop your favorite videos in one place.

The ‘Watch’ page historically received high engagement especially among new customers. We ran an experiment to increase demand by creating an expandable drawer, tieing featured product cues directly to their video thumbnail.

Model Metamorphosis

Even die-hard fan-girls didn’t know that beneath virtually every Fashion Show outfit is shoppable product. My team conceived and executed several cross-channel videos revealing how the runway looks came to life.

Back Stage

Fashion Show fans get an insider look behind the curtain and a first chance to snag some coveted swag before it sold out.

We created a modular feature leveraging the platform's existing CMS to enable customers to more seamlessly shop content without leaving the experience.

Runway Insider: Shop the Show Live!

A mobile-first second screen companion to the broadcast, the Runway Insider brought fans around the world closer to the sexiest night on television and first dibs on owning a part of the show.