Crafting an AI-powered Mother’s Day experience.
AI CONTENT DESIGN + DIGITAL + EXTENSIONS
For Mother’s Day, the fine jewelry brand John Hardy had a desire for something truly innovative. Working as the content design lead / copy director with the studio U.N.N.A.M.E.D., we delved into the insight that there’s an art to gift giving and sometimes it can be elusive to get right. From this insight, the AI-powered Moment Maker started was born.
Moment Maker is an interactive digital gifting experience in which you reveal your mom’s best qualities to match you to the perfect John Hardy piece. Through interactions with a beautiful marigold’s petals, gifters can select traits their mother best exemplifies. From there, they receive a unique archetype and narrative that reflects their mother along with a carefully chosen John Hardy piece.
Full video of experience
AI Rules
As content design lead, I crafted the rules for the LLM—guidelines for generating archetypes, collection narratives, and personalized gifting messages. I also created example inputs to train the AI and fine-tune its output.
Strategic Messaging
While the AI can generate countless combinations, I crafted the foundational Moment Maker traits, archetypes, and narratives, along with the naming system for what each archetype includes. These were developed with John Hardy’s brand positioning firmly in mind. Below are a few explorations.
Social and Email
