American Dream at Work

While working at WeatherTech, I was able to collaborate with the social team to come up with some timely campaigns to market their products.

For Super Bowl LIV, we teased the commercial airing nationwide by pulling clips and stills to create assets, focusing on Instagram and LinkedIn. We used bright colors, geometric patterns and callouts to create a system of graphics and GIFS for the event based on the “Made in America” theme. We used interactive Instagram stories with a lighter tone to keep customers active during the game.

Client:
WeatherTech

Timing:
February 2022

Role:
Art Director and Designer

Team:
Mike Baroni (Creative Director), Jenny Rush (Copywriter) + In-House Photography

Two smartphones, one with a red screen and the other with a blue screen showing a quotes about the American Dream and working at a US company.

Watch the full commercial here

A GIF of several employees showing the quote "We never left"
A GIF of a man wearing safety glasses and a black t-shirt in an industrial setting. There is a quote on the image that reads: 'If you buy American you're supporting American jobs.' The hashtag #AmericanDreamAtWork is also visible.

GIFs made from clips of the commercial with stand-out quotes

Collage of motivational quotes and photos of diverse workers promoting pride and appreciation in the workplace, with hashtags #AmericanDreamAtWork.
Mobile phone screen showing several digital polls with thumbs up and thumbs down icons or space for a written response.

The System for Stories

We created a clear system of backgrounds for Instagram stories. This included a textural image of a WeatherTech product juxtaposed with a football-related texture. These were made so they could be rotated and flipped to create more options the social team to use while they worked day of the game.

A new message

We used screen grabs from the commercial to create simple treatments for LinkedIn. The tone and messaging for these were based on the “employment in the US” theme of the commercial and included open-ended questions for the customers

A man in a grey shirt looking down with a thoughtful expression, with the question "What is the first job you ever had?" written in white text on the right side of the image.
Three people in a warehouse, one man pointing at shelves of equipment, two others watching, with overlaid text asking about the job with the biggest impact.