Cricut Joy Foil Tool: Add a little shimmer.
Add a little shine.

Cricut’s smallest and most approachable cutting machine, the Cricut Joy, received an innovative tool during the 2021 summer season in which users could add shiny foil to any of their DIY projects. The foil tool needed playful and simple creative to announce, inspire and educate a beginner audience.

Building on the Cricut Joy established "Add a little..." campaign, we added shimmer and shine to DIY projects to create photography, announcement graphics and a step by step educational GIF to announce, inspire, and educate customers about the new product. The photography takes place in a simple work desk, maintaining a relatable environment and the hero project showcases foil at it’s finest in a celebratory card.

The campaign created a lot of excitement and generated new users in an important beginner market. Assets were used by a variety of retailers.