OttaAnimated Ad Campaigns
Otta — a job discovery platform for tech talent — needed animated ad campaigns that could scale across their growing markets and dozens of job categories. The job was to build a visual system flexible enough to cover everything from product roles to design to engineering, while staying instantly recognizable as Otta wherever it appeared.
Role: Creative direction (lead), in collaboration with the Superside team.
Credits: Creative Lead — Anoosh Babayan. Creatives — Marcelo Pelica, Guilherme Lima, Hector Salazar.
What I did: Led the creative direction across the campaign — from the concept and visual approach through to the icon system, animation style, and final delivery. Set the brief, picked the references, and directed the team's illustration and motion work. Reviewed every cut against the strategy to make sure the work stayed sharp as it expanded across job categories and formats.
The challenge: A platform like Otta lives or dies on how many job categories it can credibly cover. The creative had to feel specific to each role — engineering doesn't look like marketing doesn't look like design — without splintering into a dozen separate visual identities. The system had to be tight enough to scale and loose enough to feel custom. That tension is the whole job.
