Spaces
VSCO came to us with an unusual constraint for a feature launch: no paid media. Spaces, a new community feature built around themed galleries, had to earn its audience entirely through owned and earned channels. That constraint shaped everything.
The creative challenge wasn't just showcasing what Spaces did. It was making people feel something about it before they'd ever used it.
The hero film used an abstract showcase of the Spaces UI rather than a walkthrough. The goal wasn't to explain the feature. It was to evoke what it felt like to belong to a creative community that finally had somewhere to gather. Function with feeling. If it only showed features, it would've felt like a tutorial. If it only showed aesthetics, it would've felt hollow.
I developed the full visual language from mood boards through to the film itself, built to land across active users, professional creators, and people who were curious but not yet convinced. The landing page continued the film's tone rather than breaking from it. The journey from content to action needed to feel like one thing, not a hand-off.
48% increase in membership sign-ups. All organic.
Role: Art Director / Motion Designer
Agency: Wpromote
The creative challenge wasn't just showcasing what Spaces did. It was making people feel something about it before they'd ever used it.
The hero film used an abstract showcase of the Spaces UI rather than a walkthrough. The goal wasn't to explain the feature. It was to evoke what it felt like to belong to a creative community that finally had somewhere to gather. Function with feeling. If it only showed features, it would've felt like a tutorial. If it only showed aesthetics, it would've felt hollow.
I developed the full visual language from mood boards through to the film itself, built to land across active users, professional creators, and people who were curious but not yet convinced. The landing page continued the film's tone rather than breaking from it. The journey from content to action needed to feel like one thing, not a hand-off.
48% increase in membership sign-ups. All organic.
Role: Art Director / Motion Designer
Agency: Wpromote
STORYBOARD
HERO FILM
SOCIAL CUTDOWNS
|
|
|
|
|
|
|
|
|
|
