HQ&A: Creating Amazing Campaigns with Erin F., Creative Director, Art & Design

When it comes to creativity, the Shipt marketing team puts in 110%. Whether it’s the cleverest of copy lines or a perfectly nuanced lighting effect, telling the Shipt story is just plain fun. That’s what Erin F., Creative Director, Art and Design, believes is the secret sauce behind amazing marketing. Read on for her tips on creating amazing campaigns—and having fun along the way.

1. First things first, let’s talk about your role. What do you do at Shipt??

I am a creative director focused on campaigns. That means I get to lead an incredible team of creatives to create conceptual and strategic bodies of work for Shipt for all of the most fun seasons of the year! Together we build beautiful worlds that only Shipt would inhabit — leading the dreaming and making that will drive our brand forward, while building a fear-free culture of joy and imagination.

2. How do you ensure the Shipt purpose and values shine through in our creative work?

It’s all about trust, transparency, and lack of fear. If we prioritize building a strong culture where all voices are championed, we fearlessly bring our full selves, and folks are being real and having fun…it shines through bright and clear in the work.?

Some of my mantras:

?Fun is not frivolous. There is great power in childlike wonder no matter your age. Fear does not feed creativity and progress. Leading with joy results in magic.?

3. Congrats on becoming a mom this year! What advice would you give to working parents of young children?

Can I lead with an “Uff da?” It is not easy! But when you’re a part of a culture where you feel safe and have permission to show up as you are, it makes it much easier to say “today is a super tough day. I might need to go off camera for this one.” I am so thankful to work in an environment where my coworkers care about the joys of brushing Charlie’s first two teeth or just how much I cried at the first day of daycare drop off.?

Throughout my career I’ve found that showing up with honesty and vulnerability shows others they can too…and this leads to more compassionate cultures. No one should be expected to show up as a perfectly squeaky-clean version of themselves every day! Remember to give yourself the same grace you give to others…and sometimes at the end of a long day chubby cheeks > spreadsheets! The work will still be there in the morning. ???

4. What are your top tips for directing an amazing creative campaign? What are your markers for success?

Well, you might be sensing a theme here, but when folks are having FUN you can feel it right away. Engaged creatives who are encouraged to tap into their own personal brand of magic, spread their wings, bring all their wild ideas, and are not afraid to put something “ridiculous” on the page…those are the people that make the best campaign work.?

Another mantra—I’d always rather “rein it in” than need to “push it.”?

As for markers for success, you should? know it when you see it out in the world—it’s undeniably Shipt and there’s a clear, singular story the campaign tells wherever you encounter it. It’s memorable. We’re bombarded with visual noise all day long and so much of it is unappetizing and uninspiring. Our work should stick because it’s beautiful, thoughtful, and smart— not because it’s screaming at you. If you look closely you’re rewarded with the details—there’s a richness to the work that makes you look twice in genuine appreciation for its best-in-class quality.

On a personal level, I know we’re successful if we literally squeal with joy on set. If there’s a tear or two?shed when a shot comes together on the monitor and it’s even more amazing than you imagined. If you can’t fall asleep at night because you’re so excited by what you’ve made. If you sit down with the crew at the end of the shoot and toast to a job well done, filled with admiration for your fellow collaborators.

5. Tell us about leading the Halloween campaign this year. Did you have any special processes or considerations? How do you feel about the work your team created?

Our creative team works in four major phases when creating campaigns:

1. High level ideation
2. Detailed concepts
3. Photo and video shoot production
4. Post-production

The craftsmanship that went into building a “Just Like Magic” universe on set was the most fun part of the process for our Halloween campaign for me. Crafting our perfectly balanced world of luxe, modern magic was all about attention to detail.?

Our signature backdrop of velvet curtains had to be just right—a weighty cotton velvet in the perfect purple tone that you can feel through your screen. No cheap sheeny velvet for us!

The thoughtful styling of a model’s arm tells the story of the person behind it—a red pailletted vintage sleeve that balances the glossy red, magically animated maraschino.?

A blinking eye ring only a modern witch would wear, and the perfect timeless heavy cut crystal glass that she uses for her best Halloween dinner parties.?

A bright green Shipt pumpkin carved on-the-spot with our logo, filled with pooling dry ice for some on set Shipt magic…

Capturing the perfect black cat tail-swish take amidst delicately suspended spiderwebs.

We delighted in all these details that take research, sourcing, and collaboration to nail.?

6. Finally: what’s always on your Shipt orders?

When I was pregnant during an ice-cold Minnesota winter last year, I CONSISTENTLY ordered bakery cupcakes from my favorite local grocery store, Kowalski’s. They also carry bundles of firewood! Something I NEVER could have carried at 8 months pregnant on the snow and ice. Cupcakes and a roaring fire courtesy of Shipt was a true treat!

Team members like Erin F. quite literally bring the magic. We’re grateful for creatives who make Shipt spark brightly each day. Follow along as we share more Shipt stories from HQ on our social media (@shipt). Looking to join our unapologetically authentic workforce? See what roles are open.