First, I meet with the stakeholder(s) in order to discuss the audience, topic, and intention of the ad campaign. I like to generate 2-3 directions for imagery, and to do that, I sketch anything relevant that comes to mind. Once those directions are ready for feedback, I share them with other visual designers to determine what's working and what isn't. Then, I meet with the stakeholder(s) for their feedback. Based on that discussion, I continue to iterate on the creative until I land on a successful piece of work.
Lead visual designer
Our goals vary based on the creative. Sometimes we want people to download an asset, and sometimes we want people to sign up for a webinar. We always want to convert as many people as possible, of course!
Increase awareness of Recurly as an authority on subscription management
Dark ads performed better than light ads on the LinkedIn timeline, but light ads performed better on websites
Ads with concise statements and large typography also outperformed ads with longer copy
Digital Media Campaign
Above, you can see that the ad creative needed to be flexible in order to support the many different ad sizes. We also worked on light ads for the campaign, which are below.
Here are a few ads that didn't make the cut, but I still think they're pretty cool.
A selection of video ads that cycled inifinitely (like a GIF) on LinkedIn timelines.