Women at MathWorks
Video and Social Campaign
Client: MathWorks
Role: Art Director, Design Lead
Award: 2023 American Graphic Design Award (GDUSA)
The recruiting and HR teams approached us with a clear objective: to highlight MathWorks’ commitment to supporting women in tech by showcasing how women here thrive and grow as leaders. My team and I partnered closely with the video team to develop compelling concepts, establish a cohesive creative direction, and bring a new visual asset to life that delivered on that mission.
To connect with our audience in an authentic, genuine way, I selected a minimalist graphic approach that let the stories and voices take center stage.
Visual Direction
I designed illustrative elements that served as playful metaphors for the dialogue, bringing a light-hearted, approachable tone to the piece. Bright colors and varied shapes were used intentionally to reflect the individuality and unique contributions of the women at MathWorks. I then created storyboards and partnered with the video team to translate this vision into animation, ensuring the final asset reflects the desired spirit and personality.
Social Campaign
Finally, we activated the campaign through targeted social media channels to maximize reach and engagement with prospective candidates.
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