capital one
Evolving and democratizing social creative
Sr. Art Director, Brand Social & Digital Strategy
The Capital One Social and Digital Strategy Team partners across the entirety of the 50k+ employee organization to bring the Capital One brand to life on various social platforms.
I was responsible for translating the existing Capital One brand into social campaigns, content, and playbooks that guide and empower other creative teams through their own social content creation. I collaborated with copywriters and social strategists to develop content for DEI campaigns and Branded Sponsorships, including the Washington Capitals and Wizards, NCAA March Madness, iHeartRadio Music Festival, and New York Food and Wine Festival.
expanding the brand standards to social
Capital One’s Social Brand Standards is a partner document to the official One Brand standards and is designed to guide other creatives through developing social content that is brand-aligned. Creative teams across the organization are embedded within business units and are often asked to create content for a variety of channels, including social.
While I was the resident social media creative SME, it was important to ensure that all other teams were empowered with guidelines for a consistent approach to social creative — especially due to the requirements and best practices for all different social platforms.
celebrating capital pride
Capital One sponsors Pride activities in multiple cities across the country in partnership with the Out Front business resource group.
Capital One sponsors the Capital Pride Parade in Washington, DC every year. To highlight this amazing event and the associates who participated, I pitched, planned, and art-directed a photo shoot that focused on the parade and associated events.
I partnered with our in-house photography team, including a producer and photographer, to capture the energy and spirit of Pride. The photos we captured were used for our social platforms and also shared with associates and within the BRG to celebrate.
Photography and Videography by Eric Mowinski
“Out Front fosters open channels of communication and engagement among LGBTQ+ associates, leaders and allies across Capital One and focuses on raising awareness within and outside of Capital One as well as in our communities.”
C-A-P-S CAPS! CAPS! CAPS!
Capital One sponsors the Washington Capitals (NHL) and the Washington Wizards (NBA), offering cardholders early access to tickets, exclusive contests, and other perks. My team regularly created social promotions and ads for these perks, so when the opportunity arose to do a photo and video shoot with the team mascots, I leaped at the chance to generate a bank of assets for us to work from.
I developed shot lists for both stills and motion and art directed the shoot, where we utilized green screens so that the photos and videos could have an extended life.
When the Washington Capitals went to the Stanley Cup final in 2018 (and then WON), I used some of the footage from the shoot to create a set of celebratory GIFs for our social strategists.
Photography and Videography by Eric Mowinski
viva las vegas 🎤
Capital One is the key sponsor of the iHeartRadio Music Festival, among other iHeartRadio annual events. As the key sponsor, some events are held during the weekend-long festival that are exclusive to Capital One cardholders, in addition to perks like early access to presale tickets. Highlighting these benefits was a key acquisition strategy, and using Snapchat geo-filters created a sense of FOMO that inspired new customers to sign up.
I designed geo-filters for 3 different events throughout the weekend — the daytime stage, nighttime festival, and exclusive Capital One cardholder VIP space for a private performance by Panic! At the Disco. The art for each of these was inspired by iHRMF’s existing branding, the energy and lights of Las Vegas, and competitive research to understand the existing filters of that area.
launching eno, capital one’s virtual assistant
Eno is Capital One’s first-of-its-kind virtual assistant bot — available 24/7, everywhere you are. It launched at SXSW in 2017 with a full commercial media campaign, however, adoption and sign-ups began to dwindle over time. Our tech strategists approached me for digital campaign support to expand the reach of Eno to social.
Signing up for Eno requires a simple text message, so I animated a set of ads for Facebook and Instagram that would be targeted to users on mobile devices — this strategy lowered the barrier to entry for signing up.