Campaign Creative · Art Direction · 2024–2025
Global Campaigns
Campaign creative and art direction, made in-house at DigiKey.
How I take a global campaign from a blank moodboard to a finished, translated creative system.
DigiKey campaigns aren't ads — they're strategic marketing initiatives built around a specific industry challenge, technology, or business opportunity. I lead creative development for these global solution campaigns: concepting the key art, building the visual system, and producing the integrated assets that carry one idea across every channel worldwide.
- Client
- DigiKey Electronics
- My role
- Concept development, art direction, campaign design
- Key expertise
- Campaign concept & key art · Creative toolkits · Digital advertising · Social media assets · Landing page graphics · Email creative · Motion content
DigiKey is a global electronics distributor serving engineers, designers, and manufacturers. Its solution campaigns connect technical subjects with practical outcomes across markets and channels. This page follows one campaign—Connected Intelligence—through my complete process, the same workflow I bring to every campaign I lead.
The brief
Find the human idea inside the technical one
Every campaign begins with a dense subject: asset management, long-range wireless, make-versus-buy economics, or, in this case, IoT and connected devices. My first job is to find the tension an audience can recognize, then turn it into a concise creative premise that stays accurate for engineers.
Brainstorming
Start wide with a moodboard of real directions
I open every campaign with a structured moodboard. For Connected Intelligence I mapped three distinct concepts, each with its own idea, example references, and candidate imagery, so the team could react to genuinely different territories rather than variations of one.
Concept development
Turn the strongest ideas into working mockups
From the moodboard I make real mockups: graphic devices, composition studies, and headline pairings tested in actual ad formats. I explore broadly at this stage, dozens of routes, because it is far cheaper to kill a weak idea in a mockup than in production.
First presentation
Dwindle many mockups down to a few worth showing
I curate the exploration down to the strongest routes and present them across real sizes: social, display, and third-party placements, so stakeholders judge working creative, not isolated artboards. Each route shows how the idea holds together as a system.
Back to the drawing board
Sometimes the right answer is to start over
The first round of designs was not the problem. The campaign itself was. Stakeholders and the creative director felt the campaign's overall purpose was falling flat and decided it needed a new topic and direction entirely. So I went back to the beginning: a fresh brainstorming session, a new concepting board, and a new round of mockups built around the redefined purpose. Knowing when to rebuild instead of revise is part of getting a campaign right.
Selected direction
A signal-led system the whole team could rally behind
The second round landed. The selected direction pairs real engineering photography with a dotted signal motif, making invisible connected networks visible, and a headline system built around 'Engineering Connected Intelligence.'
Building the system
One idea, every size, no shortcuts
With the direction approved, I built out the full campaign: social feeds and stories, SEM units, homepage and landing-page graphics, third-party placements, and PR formats. Each composition is adjusted for its dimensions and reading distance. Never simply resized.
Final campaign
A complete creative set, ready for global translation
The finished campaign shipped as a complete ad set with translation-ready files for DigiKey's global markets. The key visual and full size run show how one idea stays consistent from a small display unit to a homepage takeover.
Motion creative
Bringing the campaign to life for social and SEM
I also produced the animated versions for social and SEM placements. I normally build motion in Adobe Express, but for this campaign I built the animations in Figma. Tedious, frame-by-frame work, but it gave the signal motif the precise movement the concept needed.
Beyond one campaign
The same process, applied again and again
Connected Intelligence shows the workflow in detail, but it is one of many campaigns I led at DigiKey: Make vs. Buy, Satellite NTN and GNSS, Long Range Wireless, and more. Each follows the same path: brainstorm wide, make mockups broadly, present a focused few, and build the selected idea into a complete global system.
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