Start with a product truth and a human reason
A trend is useful when it gives the brand a reason to join in. I look for a real question, a shared frustration or a moment where the product can demonstrate something useful. The brief should be more specific than “make it viral”.
That might become a clear business explainer, a witty product launch, a matchday editorial treatment or a playful activation. The tone follows the audience and the idea. Being funny is not a substitute for checking what happened.
The campaign signals study shows how the same fictional evidence can support different voices. Its app examples connect audience, placement and approved records, with explicit behaviour when a creative expires.
Turn an observation into an original idea
The work connects insight, visual craft and production, with a clear decision at each stage.
A product with a story to demonstrate
Express a genuine product feature through the artwork, interaction or activation.
A timely editorial opportunity
Develop an appropriate angle from a verified observation, with an agreed review route.
A campaign that needs many outputs
Create a coherent system for pages, social galleries, stories, screens and film.
Build the materials as a family
I develop the concept, copy direction, illustration and motion language together. From there we can create landing-page modules, social galleries, story layouts, screen graphics, editorial cards and a main film. Each format gets a composition that suits how it will be seen.
A reusable system can bind approved product details, availability and dates to the artwork. It can also make the visual more expressive: remove chillies from a mild recipe, separate ingredients for a reveal, or show a declared field as an equal set of markers. The rule should make sense before it looks clever.
Exported videos and posters are snapshots. Updating a source does not update a file already shared. I keep the source version, copy and output associated so a team can regenerate the right materials and review the replacement.
Interfaces that connect the whole journey
I design command centres, publishing workspaces and customer interfaces as connected products. That includes source health, useful comparisons, placement rules and the visual response to a customer’s choices. The motion draws attention to a real change: a new chart point, a selected size, an unavailable feed or an approved record.
The fictional editorial command centre and placement studio show how these ideas work together. The data is invented, but the interactions are usable. I can help define the data contracts, design the UI and produce motion from the same approved system.
From the advert to the arrival
Shared records can drive a flyer, display advert, TV graphic and spot storyboard, then carry through to booking information, event check-in and infrastructure planning. Each output has its own composition and motion, with approved facts kept consistent.
Try the campaign output studio, event operations view and ESPN sports hub. The first two use fictional records; the sports view labels its fetched source and handles unavailable data.
Fast enough for the moment, clear enough to approve
For reactive work, we agree the sources, tone boundaries, decision owner and review route ahead of time. A small queue of useful observations is better than an automatic stream of unreviewed headlines. The system can prepare options; people decide what deserves to go out.
I can complement an in-house brand team or agency with specialist illustration, SVG and WebGL motion, interactive prototypes and the development needed to connect them to structured content. A short concept sprint can establish the direction before committing to a larger production system.
Measurement begins with the intended effect: understanding, useful visits, enquiries or another agreed action. We retain the creative version and compare equivalent periods rather than presenting every spike as proof.
For the platform behind the campaign, see AceMedia Host campaign infrastructure. Data collection, feeds and publishing support can sit alongside the creative brief without getting lost inside it.
A clear scope and handover
What you receive
- A concept and copy direction linked to the brief and supporting evidence.
- Original illustrated and animated treatments with reviewable examples.
- Reusable layouts, structured content rules and agreed exports for the chosen placements.
Useful things to send me
Send the product or service, audience, campaign dates, intended channels and the useful truth you want people to remember. Include existing brand guidance and who will approve the work.
Discuss your projectFrequently asked questions
Can you work with our agency or in-house team?
Yes. I can provide a defined creative or technical part of the project, from a visual prototype to reusable animation and export templates.
Can this support sports or regulated campaigns?
Yes, with an agreed adult-facing brief, appropriate source and asset rights, and the client’s editorial and regulatory review before publication. The lab examples use invented data and make no betting recommendations.
Do you promise viral reach or awards?
No. I can promise a clear process, thoughtful craft and agreed deliverables. Reach and commercial outcomes depend on the idea, audience, placement and wider campaign.
Practical guides for your project
Useful checks and examples to help you plan the work and understand the decisions.
Related services
Let’s work together
Got a project in mind, a new website, a rebuild, an online shop, cloud hosting, branding or SEO for your Sheffield or UK business? I’d love to hear about it. Drop me a line at [email protected], or find me on socials.