IDEATION,DESIGN, VIDEO PRODUCTION, MOTION GRAPHICS & AI ASSET PRODUCTION
CANCER RESEARCH UK
RACE FOR LIFE
Montage of the characters I hand drew for various clients. Used as graphic for a stand at conventions.
As the lead video producer for paid social content on the 2026 Race for Life campaign, I create high-impact video and animated assets that drive audience engagement and sign-ups across multiple platforms. Working closely with the media output team, I have created paid social media assets for the meta suite, snapchat and tiktok. This has considerably improved our CPA (cost per aquisition) of new sign ups for Race for Life 2026, which is our key performance indicator.
CREATING NEW CONCEPTS FOR PAID SOCIAL
With limited stock video and exacting brand guidelines we developed
new creative approaches to gain interest and be positively disruptive in a social media feed. Step one is in getting sign off on new concepts by the clients senior management team and board.
Hand drawn story board I created to demonstrate concept to client. This concept was informed by previous round feedback and analytics.
The concept is then executed and reformatted for various social media platforms. This is then promoted to be interjected on social media feeds of various audiences. The post would link to a specific sign up page on the RFL website.
Agreed concept executed using After Effects to composite animation and videography sequences edited in Premiere.
The above video was finalised aftert rounds of edits.
A SYSTEMATIC CAMPAIGN OF PAID SOCIAL MEDIA
Leading up to the final sign-up date for Race for Life, we developed a suite of video and static products to encourage viewers on social media platforms to go to the RFL website and sign up. These products alternated between sharing information about the event and offering sales discounts.
I developed AI animation processes that were composited in After Effects alongside motion design and video editing, which I then exported for Meta, TikTok, and Snapchat. These assets were based on metric effectiveness and a study of users' psychological motivations. We used this information to generate innovative and original creative approaches that aligned with brand guidelines and the overall campaign strategy. Please see the diagram 1 below.
Diagram 1