As part of early visual preparation for a potential cinema-related campaign, I was tasked with developing a Key Visual (KV) concept targeted at moviegoers. While the partnership was still in discussion and not yet confirmed, the visual was intended to support a possible activation between CDG Zig and a cinema partner.
My Role & Responsibilities
- Designed the first KV in a flat, tech-inspired illustration style, based on the initial direction from marketing
- Proposed headline options and layout structure tailored for the moviegoing audience
- Following a shift in direction, I redesigned the KV in a photographic style to reflect a more lifestyle-driven tone
- Extended the updated visual into different formats for platform flexibility
- The final KV was approved but not used, as campaign priorities shifted
Design Approach
- Commuter-to-Cinema Narrative
The initial concept captured a stylized, modern illustration showing the journey from booking a ride to arriving at the movies — positioned to speak to digital-first, leisure-seeking users. - Flexible Layout System
Designed with scalability in mind, the KV was built to work across banners, tiles, in-app visuals, and other digital placements, ensuring visual cohesion. - Flexible Layout System
Designed with scalability in mind, the KV was built to work across banners, tiles, in-app visuals, and other digital placements, ensuring visual cohesion. - Responsive to Changing Direction
Despite multiple creative pivots and an unconfirmed campaign rollout, all assets were kept production-ready and aligned with brand expectations.
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