California Psychics
✦ Art Direction ✦ Motion ✦ Illustration
In my role as the art director, I steered the creative based on the brands essence and utilized performance data for insight. This involved collaboratig closely with the project manager and data analytics team to generate thumb-stopping concepts.
Additionally, I functioned as a primary graphic designer, illustrator, and animator, contributing significantly to the development of California Psychics’ visual identity. Once the foundational visual elements were established, I oversaw the team in generating content for the subsequent months.
From conceptualization to execution, my multifaceted approach enhanced and unified the California Psychics' brand while leaving a lasting impression on its audience.
Agency: Wpromote
Year: 2022
California Psychics came to us to elevate their creative and determine the most effective look for their paid media ads. Before committing to one direction, it was important that we conduct a series of tests.
Although opting for an illustrative approach appeared to align naturally with the brand, we recognized the importance of validating this choice. To attain conclusive results, we juxtaposed it against a contrasting yet equally resonant visuals and messages.
Initial Testing
How do I put this....
Less Successful
Results
The data collected by the analytics team found that the illustrative style was +128% more effective (CVR) and efficient (CPA) at driving conversions (99 vs 22). Basically, the Illustrative style out-performed the Lifestyle version! It was more effective capturing new sign-ups at a much lower cost.
I'm thrilled to showcase the gallery below, where each piece represents the culmination of my visual and conceptual contributions to our successful campaign!
Illustration Toolkit
