Overview
The Pure Michigan Winter Campaign is a celebration of Michigan’s winter beauty, showcasing the state as a top destination for winter sports, family getaways, and cozy escapes. To promote this, I collaborated on a digital marketing campaign that brought these experiences to life through engaging and dynamic animations.
Project Scope
As part of this campaign, I developed a series of animated assets, including:
- Facebook Advertisements: Designed to capture the attention of social media users, these ads featured smooth animations that highlighted the excitement and serenity of Michigan’s winter landscapes.
- Rich Media Video Ads: Deployed across multiple platforms, these video ads utilized motion graphics to convey the thrill of winter sports like skiing and snowboarding.
- HTML5 Display Ads: These ads combined interactive elements with subtle animations to drive engagement and click-throughs, encouraging users to explore winter activities and travel options.
Tools & Techniques
- After Effects: I used After Effects to create visually striking animations, ensuring each ad was engaging and aligned with the campaign’s tone.
- Adobe Animate: For interactive and web-based content, Adobe Animate allowed me to design responsive and lightweight animations suitable for various digital platforms.
- GSAP: Leveraging the GreenSock Animation Platform, I ensured that all animations were smooth, performant, and optimized for both desktop and mobile experiences.
Campaign Goals
- Increase Brand Awareness: Promote Michigan as a premier winter travel destination.
- Drive Engagement: Encourage users to explore winter activities through interactive and visually compelling ads.
- Support Local Businesses: Highlight opportunities for residents and visitors to shop local and support Michigan’s economy during the winter season.
Results
The campaign successfully ran across various digital channels, driving significant interest in Michigan’s winter offerings. The animations played a key role in engaging the audience, with metrics showing increased interaction rates on both social media and display networks.