Paid Social
Paid Social
Client: GEICO
My Role: Art Director, Designer, Animator
Goal:
Create a visually compelling paid social campaign that relied on large, bold copy and CTAs. We used asset performance data to drive our decision making, helping us develop a net new idea focused on audience engagement.
Insight:
Data told us that simple was better when it came to our audience's engagement with paid social assets, we took that to heart.
Execution:
I took that as an opportunity to play with GEICO's brand architecture in a way that felt familiar while bringing a fresh take to how the elements of the brand could interact with each other. Sticking with the branded GEICO arch in the shape elements and focusing on the best color pairings from the brand palette helped me keep the overall look connected to the iconic brand. The signature green color evokes the GEICO Gecko and creates a pop of color for the eye to follow.
Motion was an important factor here. I wanted the overall feel to be smooth, but with an extra punch to grab a viewers eye as they were scrolling. Throughout these animations, you will see motion that begins slow with a long ease and then snaps into place with another long ease at the tail end of its duration.
