About Cricut introduced the Cricut Joy Xtra, a compact and user-friendly cutting machine designed to appeal to a younger audience. The campaign focused on showcasing its ease of use and versatility, inviting users to personalize everyday items with flair.
Audience Insight We targeted women aged 18-60, tapping into the trend of personalization. The Cricut Joy Xtra is perfect for creating custom T-shirts, decals, gifts, and more, making it easier than ever to add a personal touch to various projects.
Creative Strategy: “Make it Extra” centered on the power of personalizing the everyday. By highlighting four personas across varying styles and ages, we showcased the Cricut Joy Xtra’s ability to adapt to nearly any creative preference.
Visual and Photography Direction Each persona was brought to life through a vibrant, stylized studio set. The unified visual theme ensured the Cricut Joy Xtra remained the hero of every scene.
Paper Crown: An original song for Cricut Crafted by our Creative Team in collaboration with a rising UK artist, Paper Crown is a Cricut-exclusive track infused with the subtle “ingredients” of real Cricut machine. We created “Paper Crown” with a younger audience in mind, pairing its energy with our “Make It Extra” concept to highlight how personalization can make anything feel uniquely yours.
