Elizabeth Wheeler

GROUPON MOTHER'S DAY CAMPAIGN

art direction, branding, web design, layout, custom photography, typography, color

The theme for this Mother's Day campaign was "Not Your Mother's Mother's Day." This concept centers around the idea that your mother may not be who you think she is. She is her own person with her own thoughts, interest, hobbies and these go beyond what you’d think the typical, traditional/care-taking mom would do or have. With this concept, we broadened the spectrum of things the consumer could consider gifting mom from sky-diving to tattooing. This concept was extendable, edgy, playful and very relevant to today’s mom. I art directed a custom photo shoot where we photographed actual Groupon employee moms displaying their unique talents and hobbies.

Custom Photo shoot

I art directed a photo shoot with seventeen different Groupon moms for this campaign from explorers to arm wrestling champions and used each mom in rotating headers with unique copy and type treatments.