This one came with a measurable outcome, which is every designer’s favorite kind of brief: make something people actually engage with.

The GM Card Facebook contest was a social campaign I led as Digital Art Director at MRM//McCann, from concept through execution. The result was a 13% increase in audience engagement and a 1st Place Target Award in Financial Products and Services from the Direct Marketing Association. Not bad for a Facebook contest.

What made it work wasn’t just the visual execution. It was the thinking behind it. The campaign gave people a reason to show up, participate, and share. Good design can do that. It can turn a passive scroll into an action, and an action into a relationship with a brand.

Skills: Social media design, digital campaign design, art direction, Facebook campaign design, Adobe Creative Suite