Kels: Air Circulator Campaign

Working as the Visual Merchandiser for Kels under Kawan Lama, the objective for this retail campaign was to capitalize on a top-selling air circulator product, maximizing its visibility to drive even higher sales conversion on the store floor. The display was strategically positioned within the primary customer flow area transitioning between Informa Electronics and Informa to capture immediate attention from passing shoppers.

Developed completely from scratch, the creative direction involved a deep focus on visual psychology and functionality. Initial environmental concepts were bypassed to avoid counter-intuitive feelings of heat, leading to the selection of a vibrant blue gradient paired with dynamic wind breeze graphics to instantly communicate the product's cooling function. While the top curved silhouette strictly aligns with the brand’s visual guidelines, integrated Unique Selling Propositions (USPs) and interactive chat bubbles were introduced to present key product information in an engaging way, requiring only two mockup iterations before final approval from the Creative Head.

Beyond the design phase, the role extended to managing the production budget, collaborating closely with print vendors, and developing a comprehensive visual merchandising manual for seamless store execution. Remote supervision and quality control were maintained across store operations by coordinating with store VM teams and cross-checking final installation photos to ensure the setup perfectly matched the intended premium standard.