My time at WE really allowed me to flex my creative muscle not only as a motion designer, but really stretching and learning as a design all-rounder, defining and shaping concepts and crafting whole campaigns based on client and team briefs. The job was incredibly varied – and I got to partner with talented people across all areas of the agency and multiple external partners. The trick here was to not lose focus on stakeholder management, while driving creative direction across my sector so I could confidently sell the clients on concepts and ideas.
Project - Five Questions with WE
WE wanted a high impact multimedia package that was not demanding on the viewers’ time and also wasn’t so involved as to eat up the available bandwidth on any given day. I led the design of a distributed, social media oriented, multiformat media package that negotiated the fine line of the visual need to be compelling but not distracting, snackable and but relaying great information.
(left) The winning version was one where I focused on a mix of traditional san-serif letterforms with a modern typographical approach, the relatively tame text contrasting with folk art imagery and disambiguated pixel sorted photography.
Foundation:
The purpose of Five Questions with WE was to highlight thought leaders from amongst the client base that were making an impact and to have those individuals share short, one or two sentence answers that would be repackaged and featured across the social media presence of both the client and agency. As such I quickly reached out to speak to the social media influencers with the company to get any tips and tricks for formatting the motion elements. with that information I built multi-functional, responsive motion graphic templates that were interchangeable across consumer-end platforms and were standardized for the in-house creative. These templates and motion design patterns helped run the program with minimal impact on the internal teams, while maintaining a consistent design language, and ultimately drawing the highest engagement and viewership that WE had ever gained.
Custom banners were created for the website news and front page sliders to direct visitors to the new content.
Additional parallel collateral was developed to draw interest from non-traditional sources
Collateral Development: Social badges were developed and deployed to each featured contributor on the day that their feature launched.
Platforms with square badge requirements had their own badges matched to the features of each outlet.
Foundation:
I was asked to join the conversation around a website modernization effort where I lent my design skills to helping redesign an overtaxed site that lacked clear divisions between the business unit. As part of this effort we took an aggressive stance to culling the important information and clearly delineating between the separate practices to allow them more specialization. This effort was then extended into developing a parallel effort to update the social media presence across each platform to match the website redesign. My part of that initiative was scoped to instagram.
Project - McDonald’s McDelivery Day Launch
McDonald’s wanted to go big for the launch of their new home delivery service, but wanted to avoid flashy celebrity partnerships or other expensive influencer activation.
To deliver on this challenge, we worked with McDonald’s Owner/Operators to hype the promotion, help manage expectation for significant sales impact, and armed them with the essential information to educate consumers about the McDelivery service.
To energize this effort we went back. Way back. As in throwback…
Foundation:
I worked with the team on a first of its’ kind global McDelivery Day, utilizing WE employees around the globe to activate on-site in McDonald’s restaurants around the world. As they began submitting social media posts, my team would apply live throwback themed motion graphics as overlays and would re-tweet or repost, generating excitement and overwhelming demand for the service as it launched across the globe. My team spent the next 16 hours continuing to iterate and refresh the graphic assets for the entire duration. Global McDelivery Day 2018 was an incredible success. Increased awareness led to a measurable boost in delivery sales, YOY.
