Revitalizing a Long-Running Campaign

Creative Director Bill Bergen approached me with the task of revamping the upsell advertisements for Crunchyroll. The previous campaign had been running for several years, and the goal was to breathe new life into the visuals while adhering to strict brand guidelines.

While there was an existing voiceover, I took full creative control of the visual execution & design:

• Iterative Design Workflow: To maximize efficiency, I developed a "design-and-animate" pipeline. I provided the creative director with daily design updates; while awaiting feedback, I would simultaneously begin animating approved sections to keep the project moving at a high tempo.

• Brand Evolution: Using the established brand guidelines as a foundation, I pushed the aesthetic to be more "poppy" and exciting, ensuring the new ads captured the energy of the Crunchyroll audience.

• Seamless Collaboration: By interpreting a vague visual brief and aligning it with the pre-recorded audio, I delivered a final product that required only minor revisions from the client.