Future by Campari, 2019
Branded Content
Art Direction
Graphics & Illustration
Scroll Interaction/Motion
I designed and art directed an interactive advertising feature for the Sydney Morning Herald. A scrolling timeline takes readers back through Campari's art legacy decade by decade, then forward to four emerging artists showing at FUTURE. Bold type, a looping ticket-offer marquee and animated details keep Campari red running through the whole piece. It's part art history lesson, part gallery guide, and it drives readers to the fair and the Galleria Campari bar.
See the live content
RESPONSIVE AND MOBILE—
Most SMH readers would be scrolling on their phones, so I ensured wasn’t muted on mobile. The timeline had to work with a thumb: clear decade markers, short bites of copy, and imagery that held up at small sizes. Big display type and the ticket marquee were adapted so they kept their punch on a narrow screen. On desktop, the extra space gave the art and the Campari red more room to breathe, but the story, pacing and calls to action stayed the same on every screen.
Most SMH readers would be scrolling on their phones, so I ensured wasn’t muted on mobile. The timeline had to work with a thumb: clear decade markers, short bites of copy, and imagery that held up at small sizes. Big display type and the ticket marquee were adapted so they kept their punch on a narrow screen. On desktop, the extra space gave the art and the Campari red more room to breathe, but the story, pacing and calls to action stayed the same on every screen.
THE FIRST DRAFT —
Sketches and wireframes helped the internal team shape the structure but left too much to the imagination. For Campari, a high-fidelity draft worked better. Seeing real type, colour and motion made the idea click, and it made feedback sharper and decisions faster.