VSCO
Campaign launch
PROBLEM
VSCO partnered with us to create a fully integrated launch campaign for Spaces, a new feature designed to unite creative communities through themed galleries. The objective was to generate excitement around the launch and drive user membership sign-ups. Crucially, VSCO chose to take a purely organic approach to the campaign - avoiding paid media in favour of owned and earned channels. This aligned with the brand’s core values of authenticity, community trust, and aesthetic integrity.
SOLUTION: PHASE 1
I collaborated closely with a creative strategist to craft the 360 campaign. At the heart the campaign would be the hero film which would help to anticipation and excitement. This was supported by a suite of social assets and a dedicated landing page designed to inform and engage the audience.
As the Art Director / Motion Designer on the project, I led the early creative development. I began by creating mood boards to define the stylistic direction and emotional tone we wanted the campaign to convey. These mood boards served as the foundation for both the hero film and the broader campaign look and feel, aligning with VSCO’s visual identity while introducing a distinctive narrative tone.
Once approved, I developed detailed storyboards for the hero film, with the early footage crafted to speak directly to VSCO’s three primary audience segments: Active Users, Professional Users, and Curious Users. The video opened with dynamic, persona-led footage to hook the viewer, then shifted into an abstracted showcase of the Spaces UI—balancing clear product storytelling with artistic restraint. Following storyboard sign-off, I led the animation of the hero video, ensuring it struck the right balance between showcasing functionality and maintaining the visual mystery that complemented our abstract approach. I also created resized and reformatted versions for key organic channels optimising for Meta, TikTok, YouTube Shorts, and more.
VSCO partnered with us to create a fully integrated launch campaign for Spaces, a new feature designed to unite creative communities through themed galleries. The objective was to generate excitement around the launch and drive user membership sign-ups. Crucially, VSCO chose to take a purely organic approach to the campaign - avoiding paid media in favour of owned and earned channels. This aligned with the brand’s core values of authenticity, community trust, and aesthetic integrity.
SOLUTION: PHASE 1
I collaborated closely with a creative strategist to craft the 360 campaign. At the heart the campaign would be the hero film which would help to anticipation and excitement. This was supported by a suite of social assets and a dedicated landing page designed to inform and engage the audience.
As the Art Director / Motion Designer on the project, I led the early creative development. I began by creating mood boards to define the stylistic direction and emotional tone we wanted the campaign to convey. These mood boards served as the foundation for both the hero film and the broader campaign look and feel, aligning with VSCO’s visual identity while introducing a distinctive narrative tone.
Once approved, I developed detailed storyboards for the hero film, with the early footage crafted to speak directly to VSCO’s three primary audience segments: Active Users, Professional Users, and Curious Users. The video opened with dynamic, persona-led footage to hook the viewer, then shifted into an abstracted showcase of the Spaces UI—balancing clear product storytelling with artistic restraint. Following storyboard sign-off, I led the animation of the hero video, ensuring it struck the right balance between showcasing functionality and maintaining the visual mystery that complemented our abstract approach. I also created resized and reformatted versions for key organic channels optimising for Meta, TikTok, YouTube Shorts, and more.
HERO FILM
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SOLUTION: PHASE 2
The second phase of the campaign focused on a dedicated Spaces landing page. Partnering again with the creative strategist, we ideated the concept for how the homepage could express the narrative of Spaces while remaining intuitive and minimal. I developed the initial mood boards and rough wireframes, setting the visual tone and structural flow of the page. I then partnered with a UX designer to refine and build the final page - ensuring it delivered on clarity, usability, and brand consistency.
RESULTS
Executed entirely through organic channels, the campaign delivered strong performance while reinforcing VSCO’s creative-first identity:
ROLE
Art Director / Motion Designer
AGENCY
Wpromote
The second phase of the campaign focused on a dedicated Spaces landing page. Partnering again with the creative strategist, we ideated the concept for how the homepage could express the narrative of Spaces while remaining intuitive and minimal. I developed the initial mood boards and rough wireframes, setting the visual tone and structural flow of the page. I then partnered with a UX designer to refine and build the final page - ensuring it delivered on clarity, usability, and brand consistency.
RESULTS
Executed entirely through organic channels, the campaign delivered strong performance while reinforcing VSCO’s creative-first identity:
- 48% increase in membership sign-ups
- High click-through rates from in-app and organic social channels
- Sustained user engagement driven by weekly content drops
- Positive community sentiment and user-led sharing, validating the organic-first model
ROLE
Art Director / Motion Designer
AGENCY
Wpromote
LANDING PAGE
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