VOXI BY
VODAFONE
"Pedro was brilliant during his time on VOXI Mobile. He regularly produced huge volumes of excellent digital and print creative, and consistently went above and beyond to offer new ideas, reinvigorating the brand. So much so, that we ended up bringing him in house."
Elliott Martin, Head of Brand and Marketing Comms, Value Brands, VodafoneThree
CAMPAIGN CREATIVE AT VOLUME
SERVICES
Art direction
Design
Client
VOXI by Vodafone (via AMV BBDO / freelance)
VOXI is a brand that constantly needs creative designs for their campaigns. During our last project with them, we generated over fifty assets a month across a dozen social and paid platforms. They included static images, animation, stories, carousels and banners - all of which had to feel like one brand.
Monthly campaign rollouts of over 50 assets, all platform-ready. At that volume, we needed a solid system to guarantee consistency.
THE BRIEF
Everything started from one key visual per campaign theme, a single image strong enough to carry the core message alone and survive being adaptedto every format. Once that was settled, it was adapted to every platform. A story frame, a carousel, an animated multiplan and a static banner share nothing structurally, but each one was underpinned by the original image.
Production was built around smart-object file architecture, so each monthly rollover was a controlled update rather than a rebuild. The client’s rules on asset usage and animation durations were designed into the templates, not bolted on after.
One deliberate break from the brand guidelines was a signature colour for each month's promotional label. This worked as a pattern-breaker in the feed and as built-in quality control. An asset in the wrong colour was instantly visibly out of place. The system policed itself.
THE APPROACH
KEY VISUALS
Every campaign started here. One image, built to carry the message on its own, and survive being cut into 50 other assets. The key visual isn't the hero shot - it's the source code. Get it right and every asset downstream inherits its logic. Get it wrong and you spend the month firefighting.
MOTION
Animated multiplan sets, built to client-specified durations and platform requirements. The movement needed to serve the message, present the price and a reason to look rather than be there for the sake of it. Motion is where most brands lose their composure. The temptation is to make things move because they can.
PLATFORM-NATIVE
Instagram carousels, shoppable posts and in-feed formats designed to behave like the platform, not like an ad dropped into it. Different rules, different rhythm, different expectations from the person scrolling. An asset that fights its placement loses.
SCALE
Website banners, native, base comms, PMAX, retail, social headers - all part of the same campaign, holding their shape across every platform. This is the part nobody sees and everybody feels. Fifty-plus assets a month, every one of them recognisably the same brand.
THE COLOUR SYSTEM
We provided a deliberate swerve from the brand guidelines with a signature colour for each monthly cycle. It worked as a pattern-breaker in a crowded feed and as quality control. It also offered some seasonal playfulness.
FIFTY ASSETS A MONTH.
THIRTEEN MONTHS WITHOUT A MISS.
Thirteen monthly campaign cycles, each with over fifty assets across a dozen platforms, delivered on time. The system is still running today.
Every deadline across thirteen months was met, but the more significant outcome is what happened after. The system kept running without its designer. New campaigns still roll through the same key-visual logic, the same file architecture, the same self-policing colour cues.
That's the true test of whether a system works - does it survive once the designer finishes the project?
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