An art gallery needed to advertise an upcoming exhibition in an art-industry email newsletter, a space where the audience is engaged but the competition for attention is real.
Rather than guessing, I consulted the newsletter's ad representative to understand which formats historically perform best, then built the creative around that insight. I designed a series of static ad concepts exploring different approaches to hierarchy, typography, and image cropping, then expanded the strongest into an animated GIF.
The motion was deliberate and subtle, timed to reflect the mood of the exhibition and guide the viewer's eye toward the key information, connecting the exhibition title, the artwork, and the gallery name into a single cohesive moment.
Rather than guessing, I consulted the newsletter's ad representative to understand which formats historically perform best, then built the creative around that insight. I designed a series of static ad concepts exploring different approaches to hierarchy, typography, and image cropping, then expanded the strongest into an animated GIF.
The motion was deliberate and subtle, timed to reflect the mood of the exhibition and guide the viewer's eye toward the key information, connecting the exhibition title, the artwork, and the gallery name into a single cohesive moment.
Role: Design & art direction — Art Gallery
