Tapjoy: Iams | ConradWong Portfolio

IAMS Interactive Mobile Ad

Role: Production Visual Designer
Client: Tapjoy / IAMS
Category: Mobile Advertising & Interactive Concept

Overview

IAMS partnered with Tapjoy to create an interactive mobile ad experience that went beyond standard banners. The concept invited users to explore a virtual floor plan of a home and discover video clips of the family dog — reinforcing IAMS’ emotional messaging around pets being part of the family.

Design Challenge

The challenge was to fit an exploration-based concept into the tight constraints of mobile ad formats. The ad needed to feel like a mini experience with clear navigation cues, while remaining light enough to load quickly and accessible to a general mobile audience.

Approach & Visual System

I created a modular visual system to support the interactive concept while ensuring clarity and performance.

Blended with your original idea:

Users could navigate a stylized floor plan, tapping hotspots to reveal hidden dog footage
Warm, pet-focused tone: Soft color accents, friendly iconography, and approachable typography reinforced IAMS’ caring brand
Gameplay-inspired cues: Subtle highlights, tap targets, and discovery states made the exploration intuitive
Modular components: Floor plan panels, hotspot markers, video frames, and CTA layers were built as reusable assets for efficient production
Optimized for mobile performance: Visual elements were refined to remain crisp and fast-loading on small screens

This approach allowed the ad to feel engaging and exploratory without overwhelming the user or the device.

Outcome

The final mobile ad delivered a charming, interactive experience that encouraged users to discover IAMS’ emotional story organically. The design balanced playful discovery with clear ad messaging, highlighting IAMS’ positioning around pets as true family members.

Tools & Skills

Tools: Adobe Suite, Prototyping Tools
Skills: Modular Visual Systems, Cross-Format Production, Brand-Driven Execution

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