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 resulting 100+ GIF library became a core tool for social and customer support teams, enabling the personality-driven interactions Mailchimp became known for.
