Role
Lead Designer
Start
Jun 2018
Finish
Sep 2018
Participants
2 000 +
Lead Designer
G-Energy
The Project
G-Energy Promo Campaign was an interactive push built around a nationwide "adaptation test." My focus as Lead Designer was the platform, rolled out in stages, starting with participant data and preferences.
The next stage centered on participants: answering questions and taking actions like sharing, liking, and posting. The interface ran on a component library I built, shaping each participant's own driving profile and recommendations.
Behind the Camera
Beyond the platform, I also got the chance to contribute to the campaign's TV ad production, pitching ideas for the video spots themselves and drawing on earlier experience as an art director in ad studios. Some of the wildest ideas made it to the final cut.
The schedule was tight, so I picked up keying and chroma work hands-on, out of necessity more than plan. Not every shot came out perfectly, but it was a genuinely valuable skill to build under real pressure and a hard, unforgiving deadline.
Media & Reach
Alongside the video content, we built a set of supporting POSM materials to extend the campaign into retail and other offline touchpoints, keeping the same message consistent across every channel people ran into it.
Combined with media placement and targeting, the campaign's reach came in well ahead of plan, amplified further by a network of bloggers who helped carry the message far beyond paid channels alone.
5
People reached about the test
36
Bloggers involved
The Payoff
By the end, we pulled all the participant data together into results. Everyone got a consolation prize, a T-shirt and oil matched to their result, while top performers won a trip to Italy, with the outcome folded right back into the platform itself.
What We Achieved
The campaign's reach went well beyond what we'd planned for, running over six months and turning into one of the most talked-about promo pushes of that year. The platform held up through every stage, from onboarding participants to handing out prizes at the very end.
Looking back, the biggest lesson wasn't creative or technical, it was about scope. The scale of the project felt intimidating going in, but breaking it into a smaller stack of tasks made it manageable, and taught me that missing skills are rarely a real blocker.
2000
Participants
540
T-shirt winners
6
Trips to Italy awarded
