My responsibilities at Vitality involved pushing a flat campaign into eye-catching and thumb-stopping.
Vitality motion
Task
A style of motion graphics that works across all platforms.
A particularly proud project of mine was our first foray into Reddit, where we focused on speaking directly to the reader, and cutting the fluff, built for Reddit’s fast‑scrolling feed. Each piece used audio and humour to break through preconceptions and speak to users in a way that felt native to the platform.
We also created supporting static placements and longform guides that reinforced the campaign further down the funnel.
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Joining TV and social media campaigns is often a difficult ask, as the footage is often produced without thinking about one or the other. I produced a new style for Vitality ads using the TV footage but where the text is alive and embedded within the footage.
The style also lent itself to short headlines on platforms where you don’t have long to digest the information.
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