This or That Series

DSW

Aug 1

Before in-feed vertical video took over (looking at you, Reels), one of the most engaging tools on Instagram was the then-new poll feature on Stories. To boost interaction, we launched a “This or That” series that ran throughout my three years at DSW—and consistently ranked among our top-performing organic assets.

Over time, I found new ways to keep the same game visually fresh: featuring user-generated content, designing “screenshot + circle” versions, and creating seasonal variations both with and without product. For the versions without product, like ‘Valentine’s Day Edition’ and ‘Thanksgiving Edition’, I illustrated seasonal icons that were occasionally reused in other channels. I also incorporated hand-letting into the mix, like in the ‘Exclusive Bags' edition.