Building and Shaping American Energy
Campaign:
graphic design · motion design · video creative direction · web design
The concept:
My VP asked “Can we test out which of our brand stories is resonating best with different audiences?”
In collaboration with my Head of Branding and Head of Marketing I designed a campaign concept that,
Utilized archival footage and photos to create multimedia media pieces to tell the story pillars from our messaging framework.
We ended up with four campaign themes: overall brand positioning, people positive, American industry, and nature conscious. I led creation of 15-20 creative assets for each to build four campaign experiences within the same conceptual family.
A/B testing:
In addition to the message testing leadership asked for the marketing team wanted to test video creative types. I directed production on 3 video formats.
30s classic full-screen format
15s classic full-screen format
15s graphic format
Web design:
I added campaign graphics to the home page design for a cohesive feel across brand touch points.
I designed a landing page for campaign traffic. The page had a very low bounce rate of 19%.
The final assets
This project was successful in giving us high impact brand content that we could use for marketing campaigns and beyond. These videos and graphics were also activated to tell their different stories, at events, by sending directly to government officials, and across Orsted’s organic content channels.
