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Exclusive Product Launch

Crafted premium experience for exclusive product line campaign.

Case Study

Case Study

UI Design

Art Direction

Motion Design

2-Min Read

This project was one of many landing page experiences I created at Cabela's. This was one came along at a time when I was really starting to realize that I wanted to do more than design the same banner ad in 40 different sizes, so I went above and beyond to make something special.

This project was one of many landing page experiences I created at Cabela's. This was one came along at a time when I was really starting to realize that I wanted to do more than design the same banner ad in 40 different sizes, so I went above and beyond to make something special.

Challenges:

We received funding from the manufacturer, and they really wanted to showcase the features of this line that made it unique and stand out from other hunting gear. In particular, there was a new line of Women's gear that was important to call out. We were an exclusive dealer for a period of time, so they had not even listed this product line on their website.

There were three different lines, each available in two camouflage patterns, with Men's and Women's, and youth versions. Each line had several products in it, so it could be complicated to keep it organized in a way users would understand.

Each line had features where the individual products interacted with each-other, so we needed to show that aspect of the technology, that would not be communicated as well on an individual product level.

The photography we received from the manufacturer was limited, but we had access to the gear, and a phot studio, so we would need to do our own in-house photo shoot.

Photoshoot:

We had a detailed interview with the fashion designers, and brought in models. We made a shot list of the features and captured videos of each feature being demonstrated. Then I used the videos to generate animated Gifs. This allowed us to show the features in short clips a few seconds long on a loop without requiring a video to load.

Outcome:

In this project, in addition to pushing the limits of my front-end web development skills, I was tasked with a art directing a photoshoot, and really had to think of how to show these premium product lines in a way that users understood.

I also found out that business goals are not always what they may seem on the surface. This page performed well, but more importantly, offering this level of marketing support for Sitka allowed us to partner with them and offer their new lines exclusively–which presented more value to Cabela's than the page itself did.

an animation of a woman hooking a overall strap.
an animation of a woman hooking a overall strap.
an animation of a woman putting on a hunting jacket with a strap coming out the back for a tree stand.
an animation of a woman putting on a hunting jacket with a strap coming out the back for a tree stand.
an animation of a woman in hunting gear drawing a bow and arrow.
an animation of a woman in hunting gear drawing a bow and arrow.

Animated gifs from the photoshoot, demonstrating important gear features. (3 of Many)

Animated gifs from the photoshoot, demonstrating important gear features. (3 of Many)

A laptop mockup showing Cabela's website featuring Sitka gear.
A laptop mockup showing Cabela's website featuring Sitka gear.

Site mockup, showing the gear features section.

Final product list page, cart page, and checkout page

A screenshot of the whole Sitka webpage.
A screenshot of the whole Sitka webpage.

Full page view- 1 of 18 complete pages I designed and coded for this launch.

Final product list page, cart page, and checkout page

More Work Examples

© 2025 Brian Talbot

brian@briantalbot.design