The creative direction was rooted in a hybrid of early 1960s television aesthetics and early-2000s pop culture references — drawing inspiration from shows like I Love Lucy, The Dick Van Dyke Show, and even The Powerpuff Girls. My role included concept development, visual exploration, and the production of animated assets including title treatments, lower thirds, transitions, and sparkle-based effects.

Before narrowing in on a final direction, I explored a wide range of styles and treatments — a lot of type based on references along with the early cuts of the ads. (See the grid below for a look at the early exploration phase.) Once we had a feel for the tone, I pitched multiple variations for each animated element — intros, name keys, transitions, and more — helping the team find the right mix as the overall campaign look came into focus.

My personal goal was to create something that felt like a memory — nostalgic but vivid, playful but sharp. The biggest creative challenge was turning such a wide set of references into one cohesive visual system that still left space for spontaneity and fun.

This was such a fun one to be part of. I’m really proud of how it came together — and super grateful to have worked with such a talented, collaborative team. Always a joy when a project lets you stretch creatively and still feel like everyone’s building something special together.

CreditsClient: Keke Palmer | Production: Golden LA | Director: Ashley Armitage
Producers: David Hemphill | Valley Morgan | Magen Young | Matthew Greenberg | Cam Escalante
Editor: Cartel | Eric Blackman | Taylor Marie Smith | Color: Company 3 | Kath Raisch
DP: Cole Graham | Production Design: Contestabile | Styling: Zerina Akers
Sound: Drama Audio | Animation & Design: Or Drori