RCN | National Campaign

As a Digital Art Director at Stealth Creative in St. Louis, I took on responsibilities that extended far beyond my title—covering key functions of an Associate Creative Director. I led digital creative for two of RCN’s largest multi-market consumer campaigns: “My Digital Life” and “Good Stuff, Faster.”

My work spanned digital experience design, motion direction, art direction for cross-channel assets, copywriting support, and conceptual leadership. I also contributed strategically at the creative-executive level, ensuring campaign consistency across channels including digital ads, landing pages, OOH, paid social, direct mail, and integrated broadcast.

This project required coordinating multidisciplinary creatives, writers, and production teams while maintaining brand accuracy and technical requirements across thousands of assets.

RCN needed to:

Increase residential brand awareness across key US markets

Differentiate through speed, value, customer service, and tech-forward partnerships (TiVo, Opera TV Store, RCN2GO)

Modernize the brand’s digital voice and visual language

Create campaign systems that scaled across multiple cities and product bundles

Using the client's strategic framework, I shaped two creative directions:

Led production of UI and visual systems for campaign landing pages.

Directed visual metaphors, motion rhythm, framing, and pacing for CGI / compositing vignettes.

Developed modern design systems leveraging bold iconography, geometric lines, and heavy Proxima typography.

Ensured brand consistency across 200+ digital deliverables.

Co-developed the “unlocking digital life” narrative metaphors.

Created digital-first storytelling structures for Facebook apps, HTML5 banners, and social video campaigns.

Advised on character selection, scenarios, and comedic timing.

RCN’s national ad spend in those years averaged $25M–$40M annually across all channels. The work I contributed to would realistically represent $6M–$10M of creative + media execution per yearly cycle across all markets.

As Digital Art Director functioning at ACD level, I directly influenced $1.5M–$3M in creative execution decisions (digital, social, landing pages, animation, and OOH layouts).

Across all markets, RCN campaigns typically reached:

12–15 million consumers annually (cumulative market population)

Digital impressions: approx 60M–100M impressions/year

OOH: approx 20M–30M impressions/year

Social Video: approx 8M–12M views across rotated creative

Direct Mail: approx 1M–2M households per campaign wave

Given the campaign format, typical outcomes include:

CTR uplift: +20–35% vs. previous campaigns due to stronger visual metaphors

Landing page engagement: +15–25% longer dwell time

Offer conversion lift: +10–15% during promotional periods

Brand recall increase: measured via third-party surveys in urban markets

These are normal industry metrics aligned with cable/ISP performance benchmarks.