Company:
Various
Year:
Multiple
Duration:
Until the Ad Spend Runs Out
Overview
Digital ad campaigns for the brands I have led over the years. A microcosm of design - distill your message into as few words as possible, in an impossibly small area that's an awkward shape! It challenges conventional thinking on what to include, but you get better at it as you go…
Challenge
What to include on something that's tiny where people may only see it for 1 second? It often creates bottlenecks in design, strategy, and revisions to the final products. So I spent the time to refine templates for our brands and communicate how our teams can work together and plan. Digital ads and billboards are not the place to spell out our branding, but tease essentially. Distill it down and save the rest of the messaging for other parts of the funnel.
Solution
By developing brand specific ad templates and sharing them with stakeholders ahead of time, they are able to see how much content will fit and adjust accordingly on their briefs. Once this process was fleshed out, it saved everyone a lot of time on revisions and aligning on messaging.
