Steps New York wanted an eye-catching poster for their store windows to announce the arrival of new merchandise. They asked for something more image-based than their previous posters, with an element of surprise or whimsy that would set them apart from their competitors in shopping centers.

I created the "Steps doll" image to mimic the packaging of a child's doll. The concept was based on the idea that picking outfits and dressing a doll as a child is similar to a woman's experience shopping and picking outfits for herself, and that both experiences should be equally fun and creative. Although Steps' customers were primarily young adults or older, they could all relate to owning or playing with a doll as children and would find the image instantly familiar. The "doll" was a real model from a photo shoot showcasing some new merchandise, and I illustrated the accessories surrounding her to appear plastic. The "branding" on the box was actually copy announcing the arrival of new clothing and accessories.