Huckberry worked with amazing personalities—a young architect in Maine or a furniture designer in Northern California—but the collaboration often ended with a photoshoot.
Articles in the 'Hard Choices' series, like this one with architect Anthony Esteves, took advantage of this missed opportunity to create an entire portfolio of content.
02 — Creative process
The Journal team was integrated into campaign development from concepting through execution, working closely with the product and marketing teams and spending days on site.
We launched a new Hard Choices campaign like we would a product, teasing with content to drive email and SMS signups, releasing a full suite of content to support the launch, and then, in the following weeks, releasing new assets and creating new entry points.
The results drew interest for weeks, drove steady conversions, and supported deep engagement.
