Big Red Sale
This advertisement was specifically designed for television, with the intent to be bold and attention-grabbing. My role encompassed the entire creative process, from concept to execution, without the guidance of a formal brief. While we outsourced the voiceover and sound design, all visual elements were developed in-house.
During the project's development, I had to assert my professional judgment regarding compliance with TVC regulations. Despite clear warnings, the client insisted on extending the copy beyond the legal safe zones, which would have led to rejection by CAD, resulting in unnecessary delays and increased costs. To mitigate this risk, I prepared an alternative version that adhered to all guidelines and was ready for immediate deployment upon the anticipated rejection.
Front of store digital screens
My primary responsibility is to ensure that our digital screens are consistent, bold, and visually striking to capture the attention of potential customers in high-traffic areas such as streets and shopping centers. On the right, you can see the latest evolution of our digital screens, designed to showcase eye-catching video content with a compelling callout prominently displayed. This is followed by product highlights, often presented in bursts. A campaign typically includes 3 to 5 bursts of digital content, and I manage the entire process from conception to execution.
The digital screens in the center and left sections represent our previous creative approach. In those, we focused solely on captivating visuals and our key callouts, without featuring any products. However, I believe the latest iteration better reflects our brand's goals.
Leveraging my expertise in After Effects expressions and coding, I have templated these screens for deployment not only in Australia but also in New Zealand, South Africa, the United Kingdom, and Canada. This ensures our brand remains consistent across all markets.
Year in Travel
The primary objective of this creative was to promote Flight Centre's blog post reflecting on the past year and exploring the future of travel. While a fellow designer on my team initially conceived the tarot card concept, I enhanced it for digital screens by transforming the tarot cards into 3D objects with real-time reflections, adding depth and realism to the creative.
By integrating tools like Blender and After Effects, I optimized the workflow, reducing render times by selectively rendering only the essential 3D elements in Blender. I then imported the image sequences into After Effects to apply the final touches and animations, achieving the polished and dynamic result the project required.
Core Value Proposition - TVC
These assets were urgently required for our Q2 and Q3 brand creative, with three of the videos produced in a single day and approved on the first draft. Given the constraints of not being able to film new footage, I utilized After Effects to breathe life into static content. By animating cutouts of our employees, I maintained viewer engagement through fast-paced editing, employing match cuts between various customer segments while ensuring a cohesive look and feel across the videos. Despite the tight deadlines, this project was both challenging and rewarding.
Asia Sale Pre-roll
For each major campaign, I am typically responsible for creating the YouTube pre-roll ads. This involves developing a supporting static banner, a 15-second pre-roll, and a 6-second pre-roll. Our current pre-rolls represent the latest iteration, utilizing dynamic footage and seamless transitions to maintain viewer engagement while delivering our core message within the crucial first five seconds.
I initially introduced the ticker creative as a one-off concept, but its outstanding performance has led us to adopt it as our new standard. I oversee the entire process, including selecting the music, crafting the visuals, color grading to enhance visual impact, and designing any necessary sound elements.