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AdPays Campaign

Role
Lead designer and art director
Campaign
Motion graphics
Report design
Social media

The Ad Pays series is the Advertising Association and Credos’ annual research into key trends shaping the advertising industry. In 2019, the focus was on the digitalisation of UK advertising and the rapid growth of digital ad spend. The challenge was to communicate complex, long-term data in a way that felt engaging, accessible and distinctive for an industry audience.

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Process
I developed a visual concept inspired by early digital and online pixel graphics, using the aesthetic as a metaphor for the evolution of digital advertising. The concept was carefully integrated with the Advertising Association’s brand style and colour palette to maintain credibility and consistency.

Working with an animator, I created a storyboard and shaped a time-travel-themed animation that brought the data to life. In parallel, I designed the full research publication, structuring content to clearly highlight key findings, statistics and contributor insights, alongside a suite of marketing assets for digital and print channels.

Solution
A cohesive, motion-led campaign that translated complex research into compelling visual storytelling. The animation became the central launch asset, supported by a 60-page publication and a coordinated set of marketing materials that reinforced the narrative across all channels.

Impact
The campaign elevated the launch of the research, making industry data more engaging and accessible while strengthening The Ad Pays as a distinctive, recognisable annual series.

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