Art Direction, Video Editing & Animation: New York City Wine & Food Festival 🍷

Category : Motion, Social, Visual Design

As Senior Art Director, Brand Social at Capital One, I partnered with the Sports & Sponsorships team to lead creative for a multi-channel pre-sale campaign supporting the bank’s sponsorship of the Food Network & Cooking Channel New York City Wine & Food Festival.

Research showed that audiences often decide whether to engage with an ad within the first six seconds, so I developed a creative strategy built around fast, visually arresting motion. Inspired by Instagram’s one-second Boomerang loops, I concepted a series of short-form animated ads designed to capture attention immediately while communicating key cardholder benefits.

The campaign launched as A/B tests across Facebook, Instagram, Twitter, and Snapchat, exceeding cost-per-click goals by 28% and click-through goals by 53%. Its success led the Sports & Sponsorships team to bring me back to lead creative for Capital One’s Tastemaker Chicago sponsorship campaign.

I also partnered closely with platform strategists at Meta, Snapchat, Twitter, Pinterest, and LinkedIn to ensure each concept was optimized for its native format and audience.

My Role

Led creative strategy, concept development, and art direction
Developed storyboards and presented concepts to leadership
Directed motion design and collaborated with animation partners
Partnered with copywriters to refine messaging for social-first audiences
Sourced and selected authentic stock footage
Collaborated with Legal and stakeholders to balance brand, compliance, and creative goals
Managed timelines, presentations, and cross-functional collaboration

The Challenge

Capture attention instantly in crowded social feeds while communicating Capital One cardholder benefits in a matter of seconds. Every concept needed to feel native to each platform, remain on brand, and navigate financial industry compliance requirements without sacrificing creativity.

The Solution

I built the campaign around cinematic “moments within moments” that immediately immersed viewers in the festival experience.

One concept opened with friends sharing dinner over wine, quickly transitioning to concise messaging highlighting exclusive cardholder perks including priority access, chef dinners, VIP experiences, and ticket discounts. Although featuring alcohol in a financial services campaign required additional legal review, I successfully advocated for the creative approach because it authentically represented the event experience.

A second concept showcased the precision of a chef plating a finished dish, creating an equally compelling visual hook that emphasized culinary craftsmanship.

For the live pre-sale launch, I pushed the camera even closer, focusing on sensory moments like champagne being poured over a raspberry and a crème brûlée being finished with a culinary torch. These macro shots created highly engaging, thumb-stopping visuals that performed well across social platforms.

Results

28% above cost-per-click goals
53% above click-through goals
Rolled out across Facebook, Instagram, Twitter, and Snapchat
Success led directly to creative leadership on Capital One’s Tastemaker Chicago campaign