- Harley-Davidson needed a standard banner campaign that felt authentic to the brand without relying on familiar clichés like spinning wheels or bikes moving across the frame. I had approved copy lines, static image assets, and a strict 200KB file size limit.
- I sliced each still into layered PNGs to create a diagonal parallax effect. The bike stays locked in place while the background drifts, creating the illusion of camera movement. This adds a video-like dynamic feel to a static image and achieves rich-media like visual effects within a standard banner under 200KB.
- Building on a large-scale standard OLA campaign, this phase called for a rich media Homepage Takeover on Epicurious with a generous file size allowance and full creative control across the entire page. The concept is to make the Roomba look like it’s actually cleaning the live Epicurious homepage. That meant the content of the web page had to stay current as the page content changed daily and randomly.
- We sourced a custom hosting service that captures a fresh screenshot of the live Epicurious homepage every 15 minutes, served via high-bandwidth JPG delivery capable of handling millions of daily impressions. The animation script pulls the latest capture in real time, generating the vacuum sequence dynamically, so the Roomba always appears to be cleaning current live page.
- Cadillac completely redesigned the CTS model to appeal to a younger generation, featuring eight key features in the campaign. One highlight was the new Bose 5.1 Cabin Surround Sound System with ten speakers. The task: make people feel premium audio in a standard banner capped at 40 KB with no audio allowed.
- Did you feel the incredible BOSE surround sound?
Car audio enthusiasts will instantly feel the beat! For everyone else, imagine cranking your car stereo to the max until the rearview mirror starts to rattle to the beat. The final production included various standard OLA banner sizes, each limited to a maximum file size of just 40 KB.
- A straightforward brief with a familiar starting point. A static storyboard. Standard practice in the industry, but the execution is where it counts.
- The animation should not only deliver the message but also elevate it, adding emotion, energy, and focus to make the story more impactful and memorable.
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