MAILCHIMP GIPHY LIBRARY

Built and managed Mailchimp's Giphy library to enable more engaging, personality-driven interactions across social media and customer support.

Building a branded GIF library for social and support teams. Working closely with brand designers, illustrators, and animators, the team developed a scalable, on-brand GIF system (100+ GIFs produced 2017-2020) used daily across social platforms and support channels—creating a consistent visual voice that became embedded in Mailchimp's social media presence. ←the challenge and overview

My Role As Photo Lead

Lead contributor within a cross-functional team, focusing on creative direction, production coordination, and system stewardship.

  • Creative direction and brand alignment for GIF style

  • Directed shoots with Mailchimp employees as on-screen talent

  • Production coordination with designers and animators

  • Workflow and asset management for an evolving content library

  • Ongoing collaboration with social and support teams

Produced entirely in-house using Mailchimp employees as on-screen talent, reinforcing an authentic, human tone.

Selection of GIFs from Mailchimp's 100+ library: reactions, actions, and personality-driven moments for social and support use.

the outcome→ The Giphy library (100+ GIFs) became a core tool for Mailchimp's social and customer support teams, enabling more human, personality-driven interactions across platforms. The in-house production approach enabled authentic brand voice while maintaining efficiency. This system contributed to a distinctive social voice that Mailchimp became known for.