Relevance

Challenge

We would like your feedback on whether we can realize our creative designs in the small HTML ad format. Besides the designs for the World Gold Council, we need a set of ad prototypes innovated based on your creative direction. Experiment with different motion concepts, colors, and layouts. Nota bene: this is a hybrid project, and there will further down the line also be some layouts and website takeovers for the Wall Street Journal.

Perspective

The simple premise: a color wheel that spins, then zooms in and reveals a call to action frame. The code to achieve this is not complex. Corporate messaging rarely asks for extravagance; content is where things happen. For this purpose, I crafted slightly desynchronized timelines in GSAP to create a natural tension between copy, color, and motion. For the Wall Street Journal takeover, I dived into the guidelines. In the design, I tried to create a center balance between the ad space on their website and the surrounding copy.