AWS

I led art direction for the re:Invent campaign. I set the creative system in Figma and owned the templates, typography standards, and guidelines that kept everything consistent across channels. I worked directly with the client and presented designs to their Creative Director. I partnered with copywriters, account managers, and project managers, storyboarded the motion pieces, and directed the motion designers who animated them. I also built presentation decks for client reviews and managed the production and organization of all graphic assets.

Role

Lead Designer, Art Direction, Catalyst Marketing

Objective

Build awareness and drive ticket sales for AWS re:Invent through a multi-channel campaign that speaks clearly to four distinct audience segments, while keeping one recognizable event identity.

Approach

An audience-driven system: one consistent re:Invent identity that flexed to fit each segment’s motivations. I built Figma templates for social, display, and motion so the team could produce on-brand work at speed, and set the type standards that held it together.

Organic Social

Developed organic social creative across Instagram and LinkedIn to build anticipation for AWS re:Invent, highlight key event value propositions, and drive audiences to the event experience.

Programmatic Ads

Extended the campaign system across Meta, LinkedIn, programmatic display, and motion, adapting messaging and visual emphasis by audience while maintaining a recognizable re:Invent campaign identity.

Motion Graphics

I storyboarded the motion pieces and directed the motion designers on execution.

Website

Extended the campaign experience to web, translating the re:Invent visual system into responsive landing page concepts designed to create continuity between campaign touchpoints and the event site.

Results

The campaign surpassed its 20K ticket goal before the early-bird window closed, compared with roughly 13K early-bird sales the previous year.