Alamo Area Resource Center (AARC) Social creative
Designer, Art Direction // Illustrator, Photoshop
Created social images for AARC’s Instagram, Facebook, and Grindr ads.
I was able to provide a high‐level of customer service that reinforces our agency as not only the client’s BFF, but as a meaningful partner to our sales team members when working on collateral for AARC. I received high praise from the Account Executive as voiced in his recognition regarding this client stating, “Hayley has been a quintessential piece in helping Kernel & Spectrum Reach continuously win more and more production dollars from Alamo Area Resource Center in San Antonio.” Additionally, “[Hayley’s] designs are absolutely incredible, but more importantly her professionalism with clients is absolutely fantastic. As an Account Executive, I want to make sure everyone on our team is ready for a strategic meeting with clear objectives with our clients, Hayley.... can fly solo in these meetings if need be. She's incredible!!!!”
Alamo Area Resource Center (AARC) 2D ANiMATED SPOTS
Design, Art Direction/Concepting, Storyboard Art // Illustrator, Photoshop
Collaborated and brainstormed on concepts for the spots. Created the artwork and corresponding storyboards to guide and ensure consistency within the spot. Provided art direction on the animation within the spot, and suggestions for enhancing the script.
A GAY FAIRYTALE
Artwork Made for Streamlined Spot Creation
I created the artwork to illustrate the concept for the storyboard. which was then used to illustrate the concept for the spot for the client’s approval and as a guide when performing the edit. I prepped my layered Illustrator file by labeling the layers, outlining vectors, and expanding effects for the editor to bring into AfterEffects to animate and efficiently create the spot.
With the subject matter of AARC’S creative, I felt it critical to be aware of the demographic and audience as a marginalized group in our country. I wanted to be sensitive to client’s needs to show their audience that they were seen and represented in the artwork. With my knowledge of the LGBTQIA2S+ community, I was aware that consent is an important value they hold. While two of the characters in the script were led to share a kiss, I created the artwork and presented it in the storyboard in a way that allowed for them to have a consensual kiss. The client was impressed and appreciated my suggestion.
HOT GAY SUMMER
This project showcased my ability to be a team player and collaborate to exceed the client’s expectations. In order to improve upon our process of creating 2D spots, I suggested that we meet with the editors earlier on in the process prior to the execution of the spot. I worked with our Production Account Manager to schedule meetings with the editors. I asked for guidance from the editors as to how I could better create the artwork using malleable pieces so that they could easily animate them and bring them to life. Our collaboration and improved process guided me as to how I could rig the characters and scenes for a more efficient edit to occur. I had numerous conversations with them early on in the process so they could collaborate and share their ideas for how this could be animated, and to ensure our visions for execution were aligned.
It was important to me that all parties involved in this project felt their voices were heard. I believed that having a team‐centric workflow would lead to a stronger outcome and therefore could solidify our partnership with the client leading to additional opportunities for Kernel (which it did).
SUPPORTING Creative Team MEMBERS
Manager: Suzanne Vandling, Copywriter: Josh Peters, Producer: Robert Flores, Editors: John Underly, Jeramiah Korbisch