Built around the concept of “hit play,” Jennifer Lopez wanted her collection to be feminine but loud: a glamorous and edgy line designed for women who sought to stand out. Knowing the photoshoot for the collection would take place at an arcade, I took inspiration from retro gaming when designing the visuals for the landing page and other site assets. I used eye-catching, neon colors and bold, lively fonts to capture the aesthetic and energy of a classic arcade. The result was a successful campaign that demanded attention and drove interest—and sales.