DDS had designed fancy dresses before, but this Fancy Collection was by far the fanciest! It was the first time dresses were sold in a higher price range ($55-$75), so the copy needed to be extra ...fancy. I wanted to give each dress its own identity, so the name and description had to have major personality. My favorite line from the whole campaign:

'DotDotSmile has gone from playtime to

party time!'