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Kingsford Grilling Campaign

Role: Production Visual Designer
Agency: Tribal DDB
Client: Kingsford — Grilling.com
Category: Digital Advertising & Campaign Design

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Overview

For the Grilling campaign executed through Tribal DDB, I designed a suite of digital display ads and creative assets to support seasonal promotional activity. The work focused on communicating key product or offer benefits while maintaining a fun, engaging visual tone aligned with the campaign theme.

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Design Challenge

The main challenge was ensuring the campaign’s playful, energetic mood translated effectively across a range of digital ad formats, from small banners to larger rich media placements. Each format required a clear message hierarchy and a consistent visual identity that could adapt to different sizes and placements.

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Approach & Visual System

I developed a modular visual system that balanced expressiveness with clarity:

  • Playful visual tone: Bright, high-contrast colors and bold graphic elements reflected the campaign’s energetic grilling theme and helped draw attention in crowded digital environments

  • Clear messaging hierarchy: Messaging was structured for quick comprehension even in smaller formats by prioritizing concise headlines and bold CTAs

  • Reusable layout components: A system of visual blocks and graphic elements allowed efficient adaptation across multiple banner sizes

  • Brand alignment: All visual decisions were calibrated to maintain consistency with Tribal DDB’s creative direction and the campaign’s voice

By structuring the work around modular components and visual rhythm, the system delivered coherence across formats without losing the fun, engaging personality of the campaign.

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Outcome

The final set of digital assets presented a cohesive, visually lively presence across all required placements. This project highlights my ability to combine expressive visual tone with systematic production design and format adaptability.

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Tools & Skills

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

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