Noting Hallmark’s unique advantage in the digital space is its huge library of archival content, I led a campaign in rotoscoping scans of century-old postcards to bring historical art into the digital realm. We ultimately created 15 new pieces for major holidays equal parts time-capsule and one-of-a-kind digital greeting.

Viewership data had proven that high-quality live action and stop-motion productions performed very well with our users, so I made a point of creating multi-medium “tentpole” productions that used every member of the team working together to create the biggest visual extravaganza possible. We were rewarded with some of the highest performance numbers the business had ever seen.

Using gorgeous nature footage we had accrued as backgrounds to save time in the production process, we churned out eye-grabbing animation and typography-centric eCards that look gorgeous, and allowed us to create inventive content that became high-scorers.

Utilizing legacy content from Hallmark’s library, we were able to quickly bring hundreds of popular designs to life on the site. This pipeline allowed us to test our audience’s tastes while tripling output and providing a unique “shelf-to-site” connection for Hallmark Store customers.

Combining unaltered licensed content (to save time on approvals) with our strong typography and motion graphics skills, we created branded content that leveraged both brands by using a portrait-oriented stationery style to make a gorgeous campaign tailored to the mobile experience.