The Mission
To drive app adoption via a high-performance Meta Ads campaign supporting the Viator app facelift. With a goal of promoting a 10% conversion incentive, the challenge was to create cinematic, "thumb-stopping" vertical content. Because suitable video assets were unavailable and budget constraints prevented a new shoot, I had to engineer a high-energy motion narrative using exclusively static imagery and UI elements.
Position
Lead Motion Designer & Art Director: I was responsible for the end-to-end creative execution, from the initial concept and art direction to the final technical animation and sound design. My role was to bridge the gap between static brand assets and dynamic social-first storytelling.
My Involvement
UI/UX Visualization.
I animated complex app interactions (like the "Push It Real Good" notification sequence and the Apple Wallet ticket integration) to make technical features feel intuitive and seamless.
I animated complex app interactions (like the "Push It Real Good" notification sequence and the Apple Wallet ticket integration) to make technical features feel intuitive and seamless.
Multi-Format Storytelling.
Designed a series of "chapters" (Click it & Ticket, Have Payment Will Travel) to address different customer pain points while maintaining a unified brand voice.
Designed a series of "chapters" (Click it & Ticket, Have Payment Will Travel) to address different customer pain points while maintaining a unified brand voice.
Incentive-Driven Design.
Integrated promotional messaging ("APPFIRST10") into the motion flow, ensuring the call-to-action was prominent without disrupting the cinematic travel narrative.
Integrated promotional messaging ("APPFIRST10") into the motion flow, ensuring the call-to-action was prominent without disrupting the cinematic travel narrative.
Art Direction & Sound Integration.
Paired vibrant, destination-led videography with upbeat audio and punchy typography to create a sense of movement and "wonder."
Paired vibrant, destination-led videography with upbeat audio and punchy typography to create a sense of movement and "wonder."
The Results & Benefits
Feature Clarity.
By visualising the "in-wallet" experience, I reduced user friction and clearly communicated the ease of the new paperless ticketing system.
By visualising the "in-wallet" experience, I reduced user friction and clearly communicated the ease of the new paperless ticketing system.
High-Impact Conversion.
The fast-paced, mobile-first design specifically targeted the "on-the-go" traveler, aligning with Viator's strategic push toward in-app bookings.
The fast-paced, mobile-first design specifically targeted the "on-the-go" traveler, aligning with Viator's strategic push toward in-app bookings.
Cohesive Campaign Identity.
The use of consistent transitions and "Find your wonder" end-cards ensured a unified brand experience across all five social ads.
The use of consistent transitions and "Find your wonder" end-cards ensured a unified brand experience across all five social ads.
Meta Campaign: The Final Creative A series of conversion-led assets designed for maximum engagement in social feeds.