One Good Thing Campaign
A multi-channel brand campaign designed to build trust through small, consistent actions, scaled across motion, social, OOH and print.
YEAR
2023
Company
Capital One
SCOPE
Art Direction, Motion Design, Campaign Design
BRIEF
Capital One UK wanted to build trust by showing small, consistent actions rather than relying on big claims. The challenge was to translate that idea into a clear, repeatable campaign that could live in film, perform in paid social and scale into static out-of-home and print without losing clarity. I was the lead motion designer for digital, supporting the wider rollout across digital OOH, tube car placements and press. My role was to turn the hero creative into a practical system that teams could produce at speed, keeping everything on brand, accessible and consistent from a six-second feed unit through to a static carriage card.
Approach
The core challenge wasn’t just creating assets, but translating the idea into a repeatable system that could scale across formats without losing clarity. I developed a motion language that reflected the campaign’s friendly tone, using soft transitions, single-message focus and clean exits to guide attention. The campaign needed to perform natively across channels, so I built ratio-specific compositions for 1:1, 4:5, 9:16 and 16:9, ensuring hierarchy and readability held up whether viewed in a feed, on a billboard or in a train carriage. To support production at scale, I created master templates and documented rules in Figma covering typography, safe areas, logo lockups and end frames. This allowed internal teams and external partners to produce assets in parallel while maintaining consistency and quality. For Reddit, I tailored creative to align with subreddit cultures while keeping the campaign’s core structure and messaging intact. I worked closely with brand, studio and media teams to review outputs, provide structured feedback and ensure everything met motion and accessibility standards. I also introduced a production tracker to manage assets across channels, reducing ambiguity and improving handover, and helping teams move quickly without compromising quality.
Execution
The campaign was delivered across a wide range of formats, from social and digital placements to out-of-home, print and film. Using the motion system and templates, I produced ratio-specific assets designed to perform natively across platforms while maintaining a consistent visual identity. The same principles were applied to static formats, adapting layouts, typography and hierarchy to suit different environments such as tube car placements and digital OOH. Each output was designed to read clearly at a glance, ensuring the message remained effective across both motion and static executions.
Outcome
The campaign launched successfully across channels, delivering strong performance where it mattered. On Reddit, it significantly outperformed financial services benchmarks and earned a platform case study, including a 2.8 point lift in ad recall, a 9.3 point lift in comment placements, five times the usual click-through rate and a 79% reduction in cost per click. The motion system and templates reduced rework and shortened production timelines, allowing new variants to be delivered quickly without sacrificing quality. Across digital, OOH and print, the campaign maintained a consistent and recognisable identity, ensuring customers experienced a single, coherent story at every touchpoint.
