Away
Away partnered with Headlight to develop a comprehensive creative strategy for paid social and display channels. The focus areas ranged from evergreen creative refreshes to seasonal promotional campaigns and new product launches. By leveraging innovative creative processes and performance-driven adaptations, the collaboration crafted engaging campaigns that resonated with Away’s audience.
Focus Areas
The evergreen creative refresh involved collaborating with Away’s internal production team on the shot list to ensure the content captured aligned with the needs of Paid Social assets. The focus was on key product categories, including suitcases, travel uniforms, and bags, and more than 30 creative angles were proposed to inspire and elevate brand storytelling.
For promotional campaigns, creative assets were developed for key events, such as summer promotions, to drive urgency and engagement. A mix of lifestyle imagery and product-focused visuals was leveraged to align with consumer preferences, creating a balance between aspiration and practicality.
The Featherlight product launch focused on designing educational and promotional assets to showcase the versatility and innovation of the new product line. Visually dynamic content, including videos with product illustrations and screen recordings, was created to drive engagement across platforms and emphasize the product’s unique features.
Our Approach
Strategic Adaptation: Combined lifestyle imagery with product-driven visuals to create a diverse range of assets tailored to audience segments.
Performance-Driven Refinement: Iterated on creative assets in real-time based on performance data to ensure maximum impact across Meta and Google platforms.
Tailored Systems: Established an efficient production and feedback process that aligned with Away’s team needs and timelines.
Impact
The partnership delivered a suite of creative assets that enhanced Away’s brand presence and drove measurable results across paid social and display campaigns. By combining strategic insights with creative execution, the work positioned Away’s products as essential travel companions, resonating deeply with their target audience.
-
Agency: Headlight
Creative Direction & Strategy: Sharon Romang
Art Direction & Copy: Miriam Gootherts & Leon Wells
Design: Savannah Welsch & Carolina Traicoff
Motion: Chris Guyon & Martina Sic