Campaign · Art direction
Resi4Rent
A modular campaign system built to hold up equally well on the street and on a screen.
- Client
- Resi4Rent
- Project type
- Campaign · Art direction
- My role
- Art direction, campaign system and adaptations across every format
- Scope
- Composition and typography system, Outdoor formats, Digital and mobile adaptations, Adaptation rules
Context
The campaign had to live on citylights, on A-frames outside buildings and across digital channels at the same time.
At that range of formats, one of two things usually breaks: either the composition stops working vertically, or the typography stops reading from a distance.
New material also had to keep being produced without me, so the system had to be simple enough for the team to apply without coming back with questions.
Decision
I built a modular system: fixed rules for composition and typography, variable content. Every format reads as the same campaign despite entirely different proportions and viewing distances.
“One system. The same character on the street and on a phone.”
Animation
Outcome
The same campaign reads identically from across the street and up close, in your hand — exactly the problem that had to be solved at the outset. Composition and typography hold to one rule regardless of the format or viewing distance.
Resi4Rent’s team received a finished set of adaptation rules and has since added new formats on its own — the campaign kept growing without me.
Got something similar?
In a 30-minute call we’ll work out whether I’m right for the project. Afterwards you’ll know what scope makes sense and what should happen next.