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New York City based creative leader with an inclination for holistic design thinking, colorful solutions, and the Oxford comma.
GenAI “What If” Campaign
Goodwin
Our “What If” campaign’s goal was to provide value to key decision-makers and founders by informing and preparing them for the growing number of legal “what ifs” in the ever changing generative AI space. Built off of the learnings from our pilot campaign, we sought to increase pageviews to our thought leadership hub by at least 10% and attribute at least one meaningful interaction from a potential and/or existing client to the campaign.
We developed a bold and eye-catching comic book inspired look and feel for the campaign and hub creative to help us stand out from the crowd. Using visuals that are tied to something old-school and tactile like comic books to convey information about something so cutting-edge and at the forefront of digital technology created an unexpected juxtaposition that we had not seen used by our competitors. We also felt that the nostalgic visuals would help make our content around all of the unknowns related to AI seem more approachable. Lastly, the energetic nature of comic book art worked well as a metaphor for the constantly changing and shifting AI landscape.
The campaign launched in late January 2024 and had an initial six week run with additional planned drips throughout the year. During the initial six week period, pageviews to the hub doubled, and resulted in several conversations with potential and existing clients, including one that turned into a successful new client acquisition.
Redesigned Content Hub: goodwinlaw.com/whatif
Organic and Paid Social
Event and Pitch Collateral
Emails
Display Ads
Animated Asset Used for Internal Communications
Website Highlight Cards
Mobile Version
Creative Direction: H. Chong
Experience Design and Build: A. Shafi
Campaign Assets Design: H. Chong, A. Shafi, I. Ludlow-Smith
Copy: A. Yam
Animation: RR Donnelley, I. Ludlow-Smith
Project Management: E. Dickman
Thought Leadership Development: R. Mertz
Distribution and Social Media Strategy: D. Agostini, M. Bain