Overview

In 2022, Huge embarked on a comprehensive brand refresh, realigning the company's core values to resonate with a broader spectrum of audiences. This strategic shift aimed not only to attract fresh leads but also to engage new demographics, all guided by an innovative vision of fostering accelerated business growth.

This endeavor gave rise to a dynamic digital campaign, seamlessly integrating both contemporary social media platforms and timeless traditional media channels. The campaign's overarching goal was to eloquently convey the novel principles now ingrained in Huge's identity. As an organization, Huge has positioned itself as a catalyst for transformative innovation and holistic business expansion, ready to empower enterprises at every stage of their journey.

Team

Camilo Montoya, Visual Designer.
Daniel Ochoa, Associate Creative Director.
Bryan Lee, Group Creative Director.

Context

Having dedicated over 5 years to digital advertising on a distinct account at Huge, this project emerges as a prime occasion to spotlight the remarkable proficiencies of the account team. It serves as a platform to exhibit their adeptness in swiftly conceptualizing, designing, developing, and deploying digital ad units.

Objective

Develop and deliver engaging digital ad units aligned with Huge new values.

Design process

At the outset of the project, we embarked on the process of curating a collection of contemporary design layouts and interactive elements, which were thoughtfully arranged within a mood board. Drawing inspiration from this mood board, as well as from various posters crafted to embody our new branding, we embarked on the creative journey of developing distinct proposals, each aiming to convey the powerful message: "That's Huge." This message serves as a symbolic bridge between your growth aspirations and the formidable capabilities of Huge in collaborating with you.

Our creative process adhered to a structured framework encompassing four key stages of advertising: the introduction, the impactful message, the response to the message's allure, and the hovering state. This strategic approach allowed us to explore how these stages could harmoniously blend when intertwined with different proposal concepts.

After numerous iterations and refinements, we arrived at a version of the design that we were truly excited about. Subsequently, we proceeded to translate this vision into a tangible prototype, which we eagerly presented to the leadership team for their consideration and approval.

Iteration

Following feedback received after the initial prototype, our approach to incorporating the "H" render within the unit was well-received. However, there was a desire for greater expressiveness and dynamism within the unit to make it come alive and leave a more significant impact.

With this constructive feedback in mind, we embarked on an iterative journey to enhance the proposal. We introduced color transitions and kinetic typography animations to our toolkit, providing us with the means to infuse a modern aesthetic into the unit's design while preserving the gravitas and boldness synonymous with the Huge brand.

After several days of dedicated effort, we successfully arrived at a revised version, Version 2 of the proposal, which garnered approval. This marked the commencement of production for the diverse messages that Huge sought to convey. We collaborated closely with our DEV team to ensure that the final unit closely mirrored the prototype and incorporated the requisite animations seamlessly.

Impact

The project culminated in the successful delivery of 11 distinct messages across various media platforms, including standard advertisements, web magazines, digital newspapers, and social media sites like LinkedIn. Notably, the leadership team at Huge expressed great satisfaction with how this digital advertising campaign seamlessly adhered to our overarching brand guidelines.

This alignment proved particularly valuable as it empowered other teams within the organization to leverage some of our visually compelling assets for the enhancement of the Huge website and the creation of internal communication materials.

Learnings

At the end of the project, I started to pay more attention, and saving as a reference, animations that used kinetic typography. Because it really improved the overall speed of the ad, making it feel faster but readable.