Cricut Joy Xtra: Product Launch Campaign
About
Cricut introduced the Joy Xtra, a feature-rich, compact and user-friendly cutting machine designed to fit in any space, no craft room required. The campaign focused on showcasing its compact size and versatility, inviting makers to personalize items with personality.
Audience Insight
We targeted women who enjoyed making crafts, tapping into popular projects like full-color stickers, custom cards, totes and t-shirts.
Copy direction
“Make it Extra” centered on the power of personalizing the everyday and a is a play on the product name. By highlighting personas across varying styles and ages, we showcased the product’s ability to adapt to nearly any creative preference.
Visual direction
Three distinct personas were built and brought to life through vibrant, stylized studio sets: blue for the dog mom, rose pink for the grandma crafter, and yellow for the optimistic millennial. A unified visual language kept the Cricut Joy Xtra as the hero in every scene, even as the persona shifted.
Role: Creative direction, team management, digital product launch assets
PDP