DigiKey Global Campaigns

Campaign Creative · Art Direction · 2024–2025

How I take a global campaign from a blank moodboard to a finished, translated creative system.

DigiKey Global Campaigns — featured project work

DigiKey campaigns aren't ads — they're strategic marketing initiatives built around a specific industry challenge, technology, or business opportunity. I lead creative development for these global solution campaigns: concepting the key art, building the visual system, and producing the integrated assets that carry one idea across every channel worldwide.

Campaign concept & key art · Creative toolkits · Digital advertising · Social media assets · Landing page graphics · Email creative · Motion content

DigiKey is a global electronics distributor serving engineers, designers, and manufacturers. Its solution campaigns connect technical subjects with practical outcomes across markets and channels. This page follows one campaign—Connected Intelligence—through my complete process, the same workflow I bring to every campaign I lead.

Every campaign begins with a dense subject: asset management, long-range wireless, make-versus-buy economics, or—in this case—IoT and connected devices. My first job is to find the tension an audience can recognize, then turn it into a concise creative premise that remains accurate for engineers.

I open every campaign with a structured moodboard. For Connected Intelligence I mapped three distinct concepts—each with its own idea, example references, and candidate imagery—so the team could react to genuinely different territories rather than variations of one.

Connected Intelligence — moodboard with three initial concepts

From the moodboard I build real mockups: graphic devices, composition studies, and headline pairings tested in actual ad formats. I explore broadly at this stage—dozens of routes—because it is far cheaper to kill a weak idea in a mockup than in production.

Early exploration — graphic device and composition studies

I curate the exploration down to the strongest routes and present them across real sizes—social, display, and third-party placements—so stakeholders judge working creative, not isolated artboards. Each route shows how the idea holds together as a system.

First presentation — narrowed routes across social and display sizes

The first round of designs wasn't the problem—the campaign itself was. Stakeholders and the creative director felt the campaign's overall purpose was falling flat and decided it needed a new topic and direction entirely. So I went back to the beginning: a fresh brainstorming session, a new concepting board, and a new round of mockups built around the redefined purpose. Knowing when to rebuild instead of revise is part of getting a campaign right.

Restart — fresh references for a new direction

Second round — new key art explorations

The second round landed. The selected direction pairs real engineering photography with a dotted signal motif—making invisible connected networks visible—and a headline system built around 'Engineering Connected Intelligence.'

Refined direction — social concept development

With the direction approved, I built out the full campaign: social feeds and stories, SEM units, homepage and landing-page graphics, third-party placements, and PR formats. Each composition is adjusted for its dimensions and reading distance—never simply resized.

Building the system — social and SEM size variations

The finished campaign shipped as a complete ad set with translation-ready files for DigiKey's global markets. The key visual and full size run show how one idea stays consistent from a small display unit to a homepage takeover.

The complete Connected Intelligence ad set

Connected Intelligence — final key visual

I also produced the animated versions for social and SEM placements. I normally build motion in Adobe Express, but for this campaign I built the animations in Figma—tedious, frame-by-frame work, but it gave the signal motif the precise movement the concept needed.

Social motion creative — built in Figma

SEM motion creative — tunnel route

SEM motion creative — factory route

Connected Intelligence shows the workflow in detail, but it is one of many campaigns I have led for DigiKey—Make vs. Buy, Satellite NTN & GNSS, Long Range Wireless, and more. Each follows the same path: brainstorm wide, mock up broadly, present a focused few, and build the selected idea into a complete global system.

Connected Intelligence — campaign key art

Make vs. Buy — social key visual

Satellite NTN & GNSS — social key visual