The Moshi Kids app was launching a completely new set of interactive features, and we needed to make a huge marketing campaign to promote growth and user adoption. The challenge was to create visuals that could be used across social, CRM, text notifications, pitch decks, PR comms, and acquisition ads
Per the leadership team and the CEO, my goal for the graphics and animations was to accentuate the character artwork and make the new experience seem like we were inviting users to a fun and interactive celebration. I decided to play with pulling out pieces of the vector character artwork illustrations into my graphics to make them seem like they are jumping out of the screen. I also incorporated elements from the game feature, like confetti and stars. The assets feature each of the activities and the characters involved in the new in-app experience. I used Adobe Illustrator to iterate my ideas and was able to bring in assets to Figma to create the final, easy-to-use templates from there. My Junior Designer was an amazing support to help resize the templated images for Instagram story. I could not receive final interaction animation screen recordings for the new games in time to build out some of the launch animations, so I had to recreate them myself using Adobe After Effects.
I created a series of 50+ static graphics and 10+ animations for social, website, and partnership use. The graphics were used across social channels, email marketing, push notifications, pitch decks with our PR firm and investors, and as acquisition ads. The free trial was extended due to positive customer feedback.
