Situation
Campaign ads needed to promote special offers, industry rankings, and TradeSchool events for OptionsHouse. The work mixed motion, brand, and a recurring education series.
Constraint
Ads had to be buildable in HTML5 and on-brand with a brokerage that would soon be acquired by E*TRADE.
Decision
I designed and developed HTML5 animated campaigns and created the logo for TradeSchool, so event identity and paid media shared a visual system.
Outcome
Offers, rankings, and events shipped as a coherent set of ads rather than disconnected executions.
What I would do again
Give a recurring program (TradeSchool) its own mark so campaign creative has somewhere to land.
What I would change
I would archive the motion specs with the brand guidelines so later teams could rebuild ads without archaeology.