A trust-building brand campaign that travelled from cinema and BVOD to digital OOH, and print, with a social system designed to perform natively on each platform. Reddit loved it so much they made a case study on our work.
Capital One
Fintech
2023
Principle Designer
Platform-native motion
Ratio-specific masters
Type and end-frame system
Digital OOH and static artworking
QA and accessibility
Platform strategy for Reddit
Test and learn planning
Cross-team governance Asset pipeline and tracking Data-informed iteration
Capital One UK wanted to earn trust by showing small, consistent actions rather than big claims. The task was to express that idea as a clear, repeatable campaign that could live in film, excel in paid social and scale into static out of home and print without losing clarity. I was the lead motion designer for digital and I supported the wider rollout across digital OOH, tube car placements and press. My responsibility was to turn the hero creative into a practical system that teams could produce at speed, keep everything on brand and accessible, and make sure the story read cleanly from a six second feed unit to a static carriage card.
I set a simple motion language that matched the friendly tone of the idea, guiding attention with soft entries, single-message emphasis and clean exits. Working from agency hero footage I built master timelines in After Effects and ratio-specific comps for 1:1, 4:5, 9:16 and 16:9 so delivery across Meta, Google, Pinterest and Reddit stayed consistent. In Figma I documented type sizing, safe areas, logo lockups and end frames, then shared working files with internal designers and media partners so production could run in parallel without drift. Governance mattered as much as craft, so I ran regular review sessions with brand, studio and media teams, gave structured feedback to the agency and checked every batch against motion and accessibility rules before handover.
For static out of home and print I adapted the same visual language into artwork that would read at a glance in a train carriage and in stations. I simplified copy and hierarchy for dwell time, used the campaign image rules to keep the photography doing the heavy lifting and produced press-ready files with colour and legibility checks. Digital OOH used the same layouts and safe areas so the static and animated placements felt like one family. Reddit required a platform-specific approach, so I tailored creative to align with subreddit cultures while keeping headline rhythm and end frame logic intact. To keep the programme moving I built an interactive tracker that mapped every message to channel, size, status and owner, which reduced ambiguity and tightened handover to the digital marketing team. To build internal energy for the second phase I worked with our brand partners to create laptop stickers and other small swag items featuring the new Badger mascot, which helped associates recognise and champion the campaign inside the business.
The campaign launched cleanly across channels and delivered measurable lifts where it mattered. On Reddit it significantly outperformed financial services benchmarks and earned a platform case study, with a 2.8 point lift in ad recall overall, a 9.3 point lift in comment placements, five times the usual click rate and roughly a seventy nine percent reduction in cost per click. Digital OOH, tube car adverts and print carried the same identity with confident typography and clear hierarchy, so customers met a single story in motion and in static.
The motion system and templates cut rework and shortened review cycles, which meant new variants could be shipped quickly without sacrificing quality or compliance. Internally the Badger swag helped turn the idea into something people could see and share, so the external work was reinforced by visible support inside the company. The result was a campaign that travelled from cinema to carriage cards to the smallest feed unit while staying coherent, accessible and easy for cross-functional teams to deliver.
