ACADEMIC
ADVERTISING
Optimum Internet: Campaign Redesign
A redesign of a flawed, AI-generated Optimum campaign that replaces synthetic visuals with relatable UI motion design.
TIMELINE
Spring 2026
SOFTWARE
Illustrator, Figma + After Effects
STATUS
Completed
Project Overview
What Makes A "Bad Ad"
This project originated from a Design & Art Direction assignment focused on evaluating current advertising effectiveness. The task required analyzing a successful ad and an unsuccessful ad, followed by a complete redesign of the weak execution.
Working with an existing brand's failed campaign served as a realistic agency simulation, reinforcing that as an art director or designer, you do not always select your clients, product categories, or brand challenges. Success requires taking a flawed direction and steering it toward a strong visual solution.
Problem
The AI Slop Epidemic
Optimum needed to promote its fast, reliable fiber-optic network. However, their original campaign relied entirely on generative AI for talent, environments, and motion.
The heavy synthetic visuals created an uncanny valley effect. The characters felt cold and unnatural, while chaotic AI morphing made the narrative hard to follow. For a service promising reliability, using surreal, glitchy imagery built distrust rather than confidence.
Goal
Turn Buffering into Speed
The campaign targets young adults and working professionals (ages 18–40) heavy social media users and remote workers who rely constantly on high-speed internet.
The goal was to turn online buffering frustration into brand affinity by showing the instant elimination of lag.
Solution
Unimaginable Quickness
Instead of chaotic AI visuals, the redesign grounds itself in recognizable, everyday user interface elements. The concept centers on unimaginable quickness.
I created a series of fast-paced Instagram video ads using familiar pain points like spinning wheels, loading bars, and buffering screens. Instead of making viewers wait, the loading icons instantly "poof" away into crisp, fully rendered media. High-energy cuts and snappy motion design ensure the fast viewing experience mirrors the speed of the network itself.
Deliverables
Built for Instragram
Clean vector UI overlays combined with real-world, high-definition footage. Snappy UI transitions, disappearing buffering icons, and high-tempo rhythmic editing.
CONCEPT
By linking Optimum's network speed to real-world motion, the series illustrates how seamless connectivity lets users stop waiting and start living in real time.
A sluggish loading circle accelerates at light speed into global destinations upon connecting to Optimum, closing on a starry timelapse to show how instant speed unlocks the world around you.
A surfer stuck in an indoor simulator instantly catches massive ocean swells the second the Optimum network connects, demonstrating how fast internet bridges the gap between waiting and living.
Taking speed to its ultimate scale, a connection to Optimum powers a journey from the Big Bang through millions of years of evolution in seconds, framing fast fiber as modern human momentum.
CONCEPT
By morphing frustrating loading graphics into high-definition real-world scenes upon connection, the campaign frames buffering as an extinct relic of the new internet era.
Clean vector UI overlays combined with real-world, high-definition footage. Snappy UI transitions, disappearing buffering icons, and high-tempo rhythmic editing.
A digital hourglass transforms into an actual desert of sand once connected to Optimum, turning a symbol of wasted time into a vast, open landscape of possibility.
The iconic offline pixel dinosaur evolves into a high-res T-Rex charging through the jungle upon connecting, declaring slow loading screens an extinct relic of the past.
