As an Art Director, I discovered the Direct-Response world, filled with research, adrenalin, and risk-taking. Based on her knowledge, the main objective was to translate brand components, by adapting and turning them into creative performance components for ads.
Typography, graphic resources, and animations are the key elements to building the brand identity and keeping the brand consistently alive across all the different channels.
For the last +3 years, I have been building creative static and animated guidelines. Working closely with editors, designers, copywriters, and strategists, to keep the focus on the performance metrics.