At the beginning of the campaign, messaging was focused on a dual interpretation of movement; the freedom of physical movement and being moved emotionally. All initial design frameworks and imagery had a specific sense of movement. While the audience response was good, what customers responded especially well to was the sheer small size of the product.

So even if dual notion of movement wasn't removed, there was a new focus around the physical size of the product. My design approach adapted to focus on scale, pocketability, versatile wearability, and getting physical demos into people's hands.

As a lead motion designer during a campaign involving movement, it was natural for me to work on many of the videos and animated aspects of the campaign. I brought life to logos and reusable assets with the idea of ensuring at least a minimum amount of subtle movement around the design elements.

Using custom video footage of real customers and their testimonials, I created multiple data-driven paid media campaigns. After launching the initial round of ads, I learned what type of messaging and visuals people responded the best to. From there, I let that information guide the following rounds of ads. Doing so resulted in a 44% growth of total customer sales leads.

As an intricate and large scale campaign, these are my favorite type of projects. It's extremely rewarding to craft all the pieces that make up a visual story microcosm. The Mobi campaign was a display of how a campaign is a living and breathing thing that adapts to the people who engage with it.

#Photoshop #Illustrator #InDesign #AfterEffects #PremierePro #Figma #Sitefinity