Agency Campaign
I produced CallRail’s first customer testimonial videos, handling everything from set design and filming, to editing for web and social media channels. For the accompanying agency campaign video, I redesigned the homepage with a signature look and created targeted emails and ads to boost engagement. This video and marketing campaign led to an 18% increase in agency partners and new customers.
Expertise and contributions:
Visual Identity
Web Design
Email Design
Videography
Company
CallRail
Role
Visual Designer and Videographer
The challenge
The challenge was to raise awareness of CallRail’s Agency Partner platform by creating a signature branded campaign and video that would inform customers and resonate with agencies. I led the creative direction, developing a clear visual strategy that aligned with CallRail’s brand identity. Collaborating with cross-functional teams, we crafted a compelling narrative that highlighted the platform’s value and drove engagement through impactful design and storytelling.
The process
The visual direction for the Agency Partner Program campaign was inspired by social realism—an artistic movement known for its authenticity and contrast. I developed the visual concept to reflect CallRail's empathetic understanding of digital agency marketers' needs.
Drawing inspiration from Gordon Parks, who documented the federal efforts to improve conditions for African Americans and highlighted the continuing effects of racism through his fusion of portrait photography and photojournalism, I was inspired to infuse these powerful themes into the campaign’s design. Additionally, I looked to the works of Dorothea Lange and Walker Evans, further enriching the visual narrative. To capture the essence of Atlanta, I directed a freelance photographer to shoot original images of downtown, embedding the city's culture and texture into the project.
Moodboard for campaign and select photography from capturing unique moments in Atlanta
The solution
To boost awareness of the agency campaign, I redesigned the homepage with a signature look that transformed it into a distinct 'work of art,' engaging users as they navigated the site. In addition to the homepage, I created email campaigns and ads that echoed this cohesive visual style, ensuring a consistent brand experience across all touchpoints. This unified approach helped drive greater engagement and reinforced the campaign's impact across multiple channels.
Homepage redesign wireframes
Homepage redesign
As the videographer for CallRail’s first video testimonial, I designed the set and space to effectively convey how Agency Partners can leverage CallRail to optimize marketing spend and drive inbound leads. I led the filming of both the testimonials and b-roll footage, handled audio editing, and created original elements and graphics.
The video and accompanying marketing materials contributed to an 18% increase in agency partners and new customers.
Click the play button to watch the Agency Partner video
Agency campaign email design
Agency campaign ads