Sitka Product Launch

Created a series of landing pages to support a new line of camo gear showcasing their unique features.

Interactive features component

This project was one of many landing page experiences I created at Cabela's. This was one came along at a time when I was really starting to realize that I wanted to do more than design the same banner ad in 40 different sizes, so I went above and beyond to make something special.

Challenges:

We recieved funding from the manufacturer, and they really wanted to showcase the features of this line that made it unique and stand out from other hunting gear. In particular, there was a new line of Women's gear that was important to call out.We were an exclusive dealer for a period of time, so they had not even listed this product line on thier website.

• There were three different lines, each available in two camouflage patterns, with Men's and Women's versions. Each line had several products in it, so it could be complicated to keep it organized in a way users would understand.
• Each line had features where the individual products interacted with each-other, so we needed to show that aspect of the technology, that would not be communicated as well on an individual product level.
• The photography we recieved from the manufacturer was limited, but we had access to the gear, and a phot studio, so we would need to do our own in-house photo shoot.

Four examples of Gif animations from the among dozens that we made.

Photoshoot:

We had a detailed interview with the fashion designers, and brought in models. We made a shot list of the features and captured videos of each feature being demonstrated. Then I used the videos to generate animated Gifs. This allowed us to show the features in short clips a few seconds long on a loop without requiring a video to load.

Outcome:

In this project, in addition to pushing the limits of my front-end web development skills, I was tasked with a art directing a photoshoot, and really had to think of how to show these premium product lines in a way that users understood.

I also found out that business goals are not always what they may seem on the surface. This page performed well, but more importantly, offering this level of marketing support for Sitka allowed us to partner with them and offer thier new lines exclusively– which presented more value to Cabela's than the page itself did.

Full page desktop screenshot