Shutterfly is making a thing out of new brand campaign

(Shutterfly has a new campaign)

When was the last time you thought about Shutterfly? For me, it’s been a minute and I actually have a ton of photos stored there. Well, the leading e-commerce retail and manufacturing platform for personalized products, announced the launch of its new “Make it a Thing” integrated marketing campaign, which amplifies the brand’s new positioning, captures all that’s possible on the Shutterfly platform.

The brand believes this will appeal to a broader set of consumers. Launching today, October 1, the multimillion-dollar campaign seeks to shift the paradigm from what you can make on the Shutterfly platform to the emotional benefit of creation and self-expression.

“We want to inspire and enable people to create products that reflect who they uniquely are. In our research, we found that desire for more creative self-expression is shared with our existing customer base and within a younger demographic,” said Craig Rowley, Chief Marketing Officer at Shutterfly. “Many consumers know Shutterfly as the pioneer in online photo sharing and personalization, and now we’ve unearthed an even more powerful way to enable self-expression and help people create things with a deeper sense of meaning.” 

Beginning last month, Shutterfly officially kicked off a new evolution of the brand positioning with a fresh brand look-and-feel, bringing to life modern color palette and illustrations, which add emphasis to product use case. The “Make it a Thing” campaign, created in partnership with Shutterfly’s agency of record, Mischief @ No Fixed Address, signals the next chapter in this brand evolution work. Watch below:

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“Every item made with Shutterfly has a backstory. That’s what makes it truly valuable,” said Greg Hahn, CCO and Co-Founder at Mischief @ No Fixed Address. “We wanted to bring that idea to life with a platform that could stretch across all types of media. We’re super excited to launch our first campaign with this iconic brand.” 

The “Make it a Thing” campaign successfully and effortlessly showcases the power of creativity and self-expression and how Shutterfly enables people to transform objects into treasured items of meaning. This is the largest Shutterfly brand campaign to date between the mix of content and a fully integrated media plan, across online and streaming video, and leaning into social channels.  

The new brand campaign also comes on the heels of the recent acquisition of Spoonflower, Shutterfly is increasing the depth and breadth of what people can create, customize and buy on its platform to now include wallpaper, fabric and more home decor choices. By joining forces, Shutterfly is connecting more than 21 million active users to more than 1 million designs by independent artists in the Spoonflower global marketplace. 

The Shutterfly campaign launches on October 1. The integrated marketing campaign includes a series of TV spots, with a focus on streaming and online video, and will also expand into social channels such as Snapchat and TikTok to capture the younger target audience.


CLIENT: Shutterfly

  • Craig Rowley, Chief Marketing Officer
  • Janet Roller, VP Brand, Marketing & Consumer Insights
  • Kristen Goldberg, Senior Director, Brand Marketing & Planning 
  • Lindsay Lunderby, Senior Manager, Brand Strategy
  • Abby Smith, Senior Marketing Communications Specialist 

AGENCY: Mischief @ No Fixed Address

  • Greg Hahn, Chief Creative Officer
  • Kerry McKibbin, President
  • Kevin Mulroy, Executive Creative Director
  • Bianca Guimaraes, Executive Creative Director 
  • Jeff McCrory, Chief Strategy Officer
  • Will Dempster, EVP, Production
  • Danielle Balanov, Integrated Producer
  • Kevin Tian, Video Editor, Content
  • Tanner Thompson, Senior Art Director
  • Dana Buckhorn, Senior Copywriter
  • Nimisha Jain, Head of Strategy
  • Jimmy George, Strategy Director
  • Alison Whisenant, Account Director
  • Lauren Tolbert, Business Manager
  • Oliver McAteer, Director of Development


  • Director: Henry Scholfield
  • Managing Director: Dave Morrison
  • Executive Producer: Jen Beitler
  • Producer: Kristin Porter
  • DP: Pat Aldinger
  • PD: Malin Lindholm

EDIT: Final Cut

  • Sam Bould: Editor
  • Lucas Moesch: Assistant Editor
  • Penny Ensley: Producer
  • Sarah Roebuck: Executive Producer
  • Justin Brukman: Managing Director

VFX: Mathematic

  • CEO: Guillaume Marien
  • Executive Producer: Guillaume Audibet
  • Post Producer: Jason Bartnett
  • COO: Beatrice Le Mennec
  • Set Supervisor: Alex Maldonado
  • Previz / Techviz: Pili / Laurent Larapidie, Dane Armour
  • General And Flame Supervisor: Clement Germain
  • Cgi Supervisor: Yann Aldabe
  • Flame Artists: Clement Germain, Hugo Aymerrich, Michael Bianchi, Greg Landois, Cyril, Sozzi, Samuel Roux
  • CGI Artists: Morgane Constanini, Clarisse Tronchon, Lucas Benoit

SOUND: Grayson Music

  • Voice Director: Mark Domitric 
  • Music Supervisor: Rich Hamilton 
  • Sound Engineers: Brian Bernard/Chris Masson
  • Composer: Ryan McLarnon
  • Sound Designer: Ben Swarbrick 
  • Producer: Nicholas Shaw 

Colin Costello is the West Coast Editor of Reel 360. Contact him at or follow him on Twitter at @colinthewriter1