The One Good Thing Campaign aimed to build consumer trust in Capital One UK by demonstrating tangible, real-world actions, showcasing how small, consistent efforts can build a positive brand reputation. The campaign launched across multiple channels, including Broadcast Video On Demand, cinema, social media, digital out-of-home (OOH), and even internal rebranding for associates. My role as the lead motion designer was to create online ads for Meta, Google, Pinterest, and Reddit, as well as digital OOH ads, ensuring alignment with Capital One’s motion guidelines.

Objective and Design Principles

The campaign’s core message was to position Capital One as a “good force for credit,” focusing on small, positive actions. My goal was to reflect this friendly, supportive tone through soft, inviting motion elements. Collaborating with the agency, I ensured the hero ‘ONE’ asset fit seamlessly across all platforms, reinforcing the brand’s identity.

For Reddit’s unique audience, I tailored ads by incorporating popular subreddit themes (e.g., /R Cats), leading to a highly successful segment that even resulted in Reddit creating a case study to showcase our approach for other financial advertisers.

Process and Collaboration

I utilized After Effects and Figma to design and animate digital assets, ensuring they adhered to the Capital One Motion Guidelines. My deep understanding of these guidelines positioned me to effectively manage the consistency of animations and provide feedback on the assets developed by our agency partners.

I also developed a comprehensive, interactive Google Sheet to track and manage the delivery of over 60 assets, ensuring seamless communication and efficient handover for the digital marketing team.

This campaign required collaboration across multiple teams: the design studio, the brand team, the agency producing live-action assets, and the digital marketing department. Coordinating these teams and keeping everything aligned was challenging, but regular feedback sessions and presentations ensured a cohesive output.

To manage the motion side, I conducted review sessions, shared storyboards, and consistently ensured all assets adhered to brand standards while aligning with the overall campaign strategy.

Results and Impact

• The Reddit campaign was so effective that Reddit created a case study on our approach, setting an example for other financial services.
• Our efforts led to a doubling of CTR, an increase in click-through rates by 0.20%, and a 50% reduction in cost per click.

Reflection and Learning

Working on the largest campaign I’ve been a part of, with significant budget and responsibility, was both challenging and rewarding. The collaboration with multiple teams and external partners sharpened my skills in managing complex projects. The recognition from Reddit and the measurable business outcomes reinforced the power of tailored motion design and the value of aligning creative assets with brand messages.