Tasked with developing engaging social video assets for H&R Block's Reddit music category takeover during the Super Bowl. To maximize cultural relevance, I proposed and executed a motion graphic concept that strategically mirrored the artwork of Kendrick Lamar's GNX. album, directly capitalizing on his halftime performance. This innovative approach positioned H&R Block squarely within a major cultural event, achieving a connection with consumers that was unprecedented for the brand. The resulting Reddit music category takeover was a significant success, with the motion graphic visual performing well above all predetermined benchmarks.
During tax season, H&R Block launched a series of paid social media assets tailored to distinct cohorts with diverse tax situations. Below are some of the social media assets I created and designed, which surpassed benchmarks for both impressions and engagement.
To boost engagement and user growth during tax season, H&R Block took part in a Pinterest spotlight centered around the theme of spring cleaning. I created a motion graphic video employing a creative approach that mimics a UI hack of Pinterest’s top fold. The video gives the illusion of the app scrolling automatically, concluding with a clear call to action encouraging users to choose H&R Block for their tax needs.