During the year I worked on the Sparklight brand, I led the design efforts for three fully integrated, seasonal campaigns that spanned direct and shared mail, paid social, digital display ads, video, and radio. Each campaign needed to maintain a consistent brand look and feel while introducing fresh, engaging creative concepts to stand out in a highly competitive space.
I was an integral part of the design team throughout the entire campaign lifecycle—from concept development and visual exploration to the final delivery of assets. These campaigns were strategically developed to increase awareness and acquisition in key markets while reinforcing Sparklight’s value proposition of reliable, fast internet with a personal touch.
In addition to design responsibilities, I managed multiple freelancers across disciplines—including animators, voice talent, and video editors. I created detailed storyboards for animated digital display units and video spots (:15, :30, and :60 seconds), communicated motion direction and transition effects to animators, and oversaw revisions and final production to ensure everything aligned with our brand and messaging strategy.
For the radio and video components, I developed reference materials based on our scripts and storyboards to help guide voice talent. I also directed recording sessions, providing creative direction to ensure tone and pacing matched the intended emotional resonance and campaign goals.
The result was a suite of high-performing, on-brand assets that contributed to strong market engagement. According to campaign results, our work drove a 12.4% lift in response rate, 34% lower cost-per-call, and helped increase signups in key underserved markets, ultimately supporting Sparklight’s mission of delivering connectivity with heart.