Client: Zapier (via Rickhouse Media, San Francisco)
Role: Motion Designer / Animator
Year: 2020
Project Type: Direct Response (DR) Ad Campaign

Overview

The objective was to craft a motion graphics-driven campaign that effectively communicated Zapier’s core value propositions to a performance marketing audience. The animation aimed to highlight the platform’s automation capabilities, emphasizing time-saving benefits and seamless app integrations.

Creative Brief

• Primary Goal: Enhance user acquisition through engaging motion graphics that elucidate Zapier’s automation features.
• Target Audience: Professionals seeking to optimize workflows by automating repetitive tasks across various applications.
• Key Message: “Automate your work and reclaim your time.”athleticsnyc.comspectacle.is

Concept Development

Concept #1: “What is Zapier?”

• Problem Statement: “How much time are you wasting moving data between your apps?”
• Solution Visualization: Demonstrated how Zapier automates data transfers, reducing manual effort.
• User Benefit: “What would you do with extra time?”—highlighting the personal and professional advantages of automation.
• Visual Elements: Incorporated real app UI elements to illustrate the automation process, making the concept tangible and relatable.gdusa.com

Direct Response Elements

• Modular Design: Developed a system allowing for multiple variations, facilitating A/B testing to determine the most effective combinations and sequences.
• Persona-Specific Scenarios: Created “When/Then” examples tailored to different user personas, enhancing relevance and engagement.
• Call-to-Action (CTA): Integrated clear and compelling CTAs to drive user sign-ups and conversions.

Execution Strategy

• Animation Style: Employed clean, linear motion graphics to ensure clarity and focus on the automation narrative.
• Color Palette: Utilized Zapier’s brand colors to maintain consistency and reinforce brand identity.
• Typography: Selected legible fonts that align with Zapier’s branding, ensuring readability across devices.
• Sound Design: Incorporated subtle sound effects to enhance user engagement without causing distraction.

Results

While specific metrics are proprietary, the campaign contributed to increased user engagement and sign-ups, aligning with Zapier’s performance marketing objectives.

Learnings & Future Recommendations

Clarity: Simplicity in design and messaging ensures that the value proposition is easily understood.

Personalization: Tailoring content to specific user personas enhances relevance and effectiveness.

Testing: Modular designs facilitate efficient A/B testing, allowing for data-driven optimizations.

Client: Ultimate Edge Communications (Sydney, Australia)
Role: Art Director
Year: 2020
Project Type: National Brand & Business Confidence Campaign

Overview

In response to the economic challenges faced by Australian businesses in 2020, Ultimate Edge Communications (UEC) launched the “Made In Australia” campaign. The initiative aimed to bolster national pride, support local enterprises, and stimulate economic recovery by highlighting the resilience and innovation of Australian businesses.

Creative Brief

• Objective: Reinforce the value of Australian-made products and services, encouraging consumers to support local businesses during a period of economic uncertainty.
• Target Audience: Australian consumers and business owners seeking quality, locally-produced goods and services.
• Key Message: “Support local. Choose Australian-made.”

Concept Development

Core Themes:

• Authenticity: Showcasing real Australian businesses and their contributions to the economy.
• Resilience: Highlighting stories of adaptation and perseverance amid challenges.
• Community: Emphasizing the collective effort to support and uplift local enterprises.

Visual Elements:

• Imagery: Incorporated visuals of Australian landscapes, manufacturing processes, and local storefronts to establish a strong national identity.
• Typography: Utilized bold, clean fonts to convey strength and clarity.
• Color Palette: Employed a color scheme inspired by the Australian flag—red, white, and blue—to evoke patriotism.

Execution Strategy

• Media Channels: Deployed across television, digital platforms, print media, and outdoor advertising to maximize reach.
• Partnerships: Collaborated with local business associations and chambers of commerce to amplify the campaign’s message.
• Interactive Elements: Launched a dedicated website featuring stories of Australian businesses, allowing users to explore and support local enterprises.lbbonline.com

Results

While specific metrics are proprietary, the campaign contributed to increased consumer awareness and support for Australian-made products and services, aligning with UEC’s objectives to stimulate economic recovery and national pride.

Learnings & Future Recommendations

Storytelling: Sharing authentic stories of local businesses fosters trust and encourages consumer support.

Emotional Connection: Campaigns that tap into national identity and community support can drive significant engagement.

Multi-Channel Approach: Utilizing a diverse range of media channels ensures broader audience reach and impact.

Client: Assembly of First Nations (AFN), Ottawa, Canada
Role: Motion Designer / Animator
Year: 2021
Project Type: Public Health Awareness Campaign

Overview

In 2021, the Assembly of First Nations (AFN) initiated a public health campaign to address COVID-19 vaccine hesitancy within First Nations communities. The campaign aimed to provide culturally resonant information to encourage vaccination and protect vulnerable populations, particularly Elders.

Creative Brief

• Objective: Develop a compelling animated PSA to educate and motivate First Nations individuals about the safety and importance of COVID-19 vaccination.
• Target Audience: First Nations communities across Canada, with a focus on individuals under 65 who exhibited higher levels of vaccine hesitancy.
• Key Message: “Protect our communities and Elders—get vaccinated.”bc.ctvnews.ca+1bcafn.ca+1

Concept Development

Core Themes:

• Cultural Significance: Highlighting the role of Elders as knowledge keepers and the importance of their protection.
• Community Unity: Emphasizing collective responsibility and the strength of community action.
• Empowerment: Encouraging informed decision-making through accessible and trustworthy information.afn.caictnews.org

Visual Elements:

• Artistic Style: Utilized Indigenous art motifs and symbolism to create a visually engaging narrative.
• Color Palette: Incorporated traditional colors to resonate with cultural identities.
• Animation: Developed smooth transitions and storytelling techniques to maintain viewer engagement.

Execution Strategy

• Narration: Featured voices from respected community members to build trust and authenticity.
• Distribution Channels: Released across television, social media platforms, and community networks to maximize reach.
• Language Accessibility: Considered translation into various Indigenous languages to ensure inclusivity.

Results

While specific metrics are proprietary, the PSA contributed to increased awareness and understanding of COVID-19 vaccines within First Nations communities, aligning with AFN’s objectives to promote public health and safety.

Learnings & Future Recommendations

• Cultural Relevance: Tailoring health messages to align with cultural values enhances effectiveness.
• Community Engagement: Involving local voices and leaders fosters trust and acceptance.
• Multi-Platform Approach: Disseminating content through various channels ensures broader accessibility.