Project Overview.
Supporting the launch’s digital out-of-home campaign, adapting creative assets across dozens of screens in Broadway, Los Angeles, and San Francisco.
The Process.
With dozens of unique screen formats to account for, we started by identifying the most common aspect ratios to establish a flexible layout system. This helped us test scale, hierarchy, and motion across different formats while building a scalable approach from the start. Since the campaign would run on digital screens, we focused on 16:9 and 1:1 ratios, along with an extra-tall format to accommodate screens where the headline needed to sit in a different position within the layout.
From there, we developed a formula-driven layout system to maintain consistent scale and visual weight across every aspect ratio. The logo height was calculated using the artboard’s hypotenuse, with typography set at 1.5x logo height and margins derived from those values. This created a cascading system where each element scaled in relation to the others.
As it can be seen on the assets above, a key element for this campaign is the 'rolodex' or action icon that's part of the headline. This was developed by the client and we adapted to fit the assets the best, regardless of the character count it had to feel cohesive and match the same in all the required aspect ratios. This was one of these elements that kept receiving changes and using components was ideal to prevent manually updating dozens of assets.
Motion Thinking.
Our layouts served as templates for the motion team, so we worked closely with them during testing, quickly refining layouts and contrast layers based on their feedback to prevent overlaps and maintain legibility throughout the animation.
Challenges.
As part of the design team, my role was to keep production moving in a fast-paced project that evolved alongside the product itself. With elements like the product name and logo still being finalized, I worked with the team to adapt layouts, address unique format requirements, and respond to client feedback.
I helped build flexible components and design rules that made iterations faster and updates more efficient. When a format fell outside the established system, I developed one-off solutions that stayed consistent with the campaign.
Since our designs were the foundation for motion, my focus was on delivering adaptable, well-structured layouts that gave the motion team what they needed to bring the campaign to life.
Another challenge was working with placements that had specific live areas and environmental constraints. We researched each location to understand its limitations and opportunities, then developed creative solutions to pitch to the client. Below are mockups of some of the locations that shaped our approach.
Some In-situ Mockups.
The Wins.
Working alongside a great team, we successfully delivered the campaign across dozens of digital placements, balancing consistency, flexibility, and motion requirements. My contribution focused on building scalable layouts, streamlining iterations, and adapting designs to unique formats and client feedback. Beyond the deliverables, I gained valuable insights into formula-driven design systems and cross-functional workflows that I look forward to applying to future projects. It was a great opportunity to contribute to a large-scale takeover and an important launch for a well-established brand.