CANNES LIONS GOLD IN SOCIAL & CREATOR
CANNES LIONS SILVER IN MEDIA
PRODUCED AT SUBTROPIC STUDIOS
ROLE: ART DIRECTION, DESIGN, ANIMATION, VIDEO EDITING
CANNES LIONS SILVER IN MEDIA
PRODUCED AT SUBTROPIC STUDIOS
ROLE: ART DIRECTION, DESIGN, ANIMATION, VIDEO EDITING
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In collaboration with REDDIT and VML, Subtropic Studios developed over 30 original creative assets for Subreddit Hunt, a gamified campaign designed to engage Redditors and spotlight the next generation of U.S. Navy submariners.
In collaboration with REDDIT and VML, Subtropic Studios developed over 30 original creative assets for Subreddit Hunt, a gamified campaign designed to engage Redditors and spotlight the next generation of U.S. Navy submariners.
Over the span of five weeks, five unique challenges were launched in r/Navy, inviting users to decode redacted clues and test their problem-solving skills at the level of nuclear submarine officers. The campaign’s innovative approach earned both Gold and Silver honors at the Cannes Lions International Festival of Creativity.
As the visual lead, I partnered closely with the copywriter to define the overall art direction and ensure consistent, high-impact execution across all assets.
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CREATIVE AGENCY: VML DALLAS, REDDIT KARMA LAB
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CREATIVE AGENCY: VML DALLAS, REDDIT KARMA LAB
SUBTROPIC STUDIOS:
CREATIVE LEAD/COPYWRITING: JOURNEY WHITAKER
ART DIRECTION, DESIGN, ANIMATION, VIDEO: BEN KIM
DESIGN: STEPHANIE NERI-VARGAS
PRODUCER: REUEL MATEO
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FEATURED ON AD AGE, BUSINESS INSIDER, FORBES AND US NAVY RECRUITING INSTAGRAM
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CREATIVE LEAD/COPYWRITING: JOURNEY WHITAKER
ART DIRECTION, DESIGN, ANIMATION, VIDEO: BEN KIM
DESIGN: STEPHANIE NERI-VARGAS
PRODUCER: REUEL MATEO
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FEATURED ON AD AGE, BUSINESS INSIDER, FORBES AND US NAVY RECRUITING INSTAGRAM
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REDDIT MEGAPOST THREAD
Below is a screenshot illustrating how each challenge was structured and presented
within the Reddit Megapost thread.
Below is a screenshot illustrating how each challenge was structured and presented
within the Reddit Megapost thread.
ANIMATED BANNERS
TRAILER & LONGFORM VIDEO
The campaign trailer was the first asset released on Reddit,
serving as an announcement to alert Redditors of the upcoming Subreddit Hunt experience.
The longform video included a hidden Easter egg at the 1:17 mark,
a subtle glitch revealing the number 19:55,
offering the first clue to those observant enough to catch it.
serving as an announcement to alert Redditors of the upcoming Subreddit Hunt experience.
The longform video included a hidden Easter egg at the 1:17 mark,
a subtle glitch revealing the number 19:55,
offering the first clue to those observant enough to catch it.
TRAILER
LONGFORM
TRAILER STORYBOARD STYLEFRAMES
PROPULSION, AUDIO COMMAND & MEGAPIXEL
These were bespoke campaign assets,
each designed to subtly embed clues for Redditors to discover and decode throughout the challenge.
These were bespoke campaign assets,
each designed to subtly embed clues for Redditors to discover and decode throughout the challenge.
Propulsion GIF 01
Propulsion GIF 02
Propulsion GIF 03
Audio Command GIF
Gigapixel GIF
AUDIO COMMAND STYLEFRAME EXPLORATIONS
Version 01A
Version 01B
Version 02A
Version 01B
Version 03A
Version 03B
Version 04A
Version 04B
Version 05A
Version 05B
GLITCH EXPLORATION
A range of color palettes was explored to align with the client’s archival video aesthetic
while incorporating core elements of Navy branding, including deep blue and yellow.
A range of color palettes was explored to align with the client’s archival video aesthetic
while incorporating core elements of Navy branding, including deep blue and yellow.
Exploration V01
Exploration V02
Exploration V03 (Incorporating Navy's brand colors)
Exploration V04 (Incorporating Navy's brand colors)
Exploration V05 (Less of Navy's brand colors)
Exploration V06 (Inverted Navy brand colors)
Final Exploration V01
Final Exploration V02
Final Exploration V03
