Role
From brief to launch, I led design and illustration to create a digital experience that gets media folks to rethink their old assumptions (and have a little fun while doing it).
The project
In the advertising world, cinema often plays second fiddle to TV. But with Millennials consuming media on their own terms, we saw an opportunity to challenge this norm. Val Morgan, Australia's leading cinema advertising company, aimed to reshape media planners' perceptions and highlight cinema's unique value.
A Quiz That Challenges Assumptions
We needed a format that didn’t feel like a lecture.
So we created: "Are You Cool Enough to Work in Advertising?"
So we created: "Are You Cool Enough to Work in Advertising?"
A snappy, 10-question interactive quiz that used humor, smart writing, and cheeky visuals to get ad-land people thinking how out of touch our target advertisers and media planners are with the industry.
At the end, each user got a personalized infographic with results - summarising which of their opinions are on point and which ones are becoming outdated
At the end, each user got a personalized infographic with results - summarising which of their opinions are on point and which ones are becoming outdated
Launch
We partnered with Mumbrella, a prominent Australian marketing and media news platform, to distribute the quiz via targeted EDMs. The response was overwhelmingly positive, sparking conversations and prompting media planners to reconsider cinema's role in their campaigns.
What It Did
• Boosted engagement time significantly over static campaigns
• Earned praise from both internal teams and the media industry
• Created talking points for media planners in client meetings
• Reframed cinema as smart, strategic, and full of emotional punch
• Earned praise from both internal teams and the media industry
• Created talking points for media planners in client meetings
• Reframed cinema as smart, strategic, and full of emotional punch
Why It Mattered
I loved working on this because it fused strategy, storytelling, and craft into one seamless experience. And I got to make something that didn’t just inform; it made people smile, think, and click.
