Modular Campaign - Cox Internet & Cox Business
- kylerpet
- 7 days ago
- 2 min read
December 2023 — Present
Assignment:
In late 2023, Cox approached us with a challenging ask. They knew the next year would feature several projects with extremely short timelines, and wanted to build a graphics-forward campaign that could turn around an entire OLV suite in just two weeks. On top of this, these spots needed to be modular—in other words, Cox wanted to be able to reuse pieces of these ads in future spots.
Approach:
Even with these limitations, our team wanted to make sure these spots could still flow as a cohesive script and feature interesting visuals. I remembered that our clients had liked the bento box design style in our one-to-one email work, and suggested we build the design around this.
Cox bought the idea, and our team started the hunt for an animation studio that could consistently wow us, even on the short timelines. We found it in Hero Studios, who built a library of icons and grid animations to save time. Over the past two years, we’ve collaborated with Hero to refresh the modular style multiple times, ensuring that each ad feels fresh while still meeting the core ask from Cox.
Lessons:
Between complex offer language, mandatory RTB lines, and direct-response supers, the modular spots don’t always have room for my most creative thinking. However, I believe they do showcase the extensive experience I've gained writing scripts on a short timeline, evolving a campaign over time, working with animators and video editors, and eliciting the desired performance from voice actors.
Below are the slated video suite from our "Mobile Only" modular campaign, released in fall 2025.