Work

Amtrak's Get Carried Away dynamic campaign, through Flashtalking.

My role

• Director, developer, creative solutions manager

Client Management

• Hearing around the office Amtrak's campaign process was tedious and inefficient, I felt compelled to regroup with the internal team.
  
  Originally developed by an external team, I tasked myself with taking six unique creative executions and merging them into one 'flexible' framework. In addition to framework consolidation, we added in logic to plan for the client's requests, based on historical client asks.
  
  The development phase was not easy. Files were developed in Animate CC and source files could not be provided. Using screenshots of live units, I generated PSD files before migrating into development.
  
  The unified framework was successfully mapped out to display each unique concept based on the user-selected data inputs. However, the brand new framework was only half of the battle.
  
  Flashtalking's dynamic offering allows for users to upload data, in excel format, that corresponds to each template's defined variables (text, images, etc). The messaging matrix that was delivered to our team, week-after-week, had to continously be interpreted, manually, and translated before uploading to the system. I collected client requests over the course of 2 months, and having strung together consistencies in the data that was provided, I was able to create an excel template that automatically broke out the client's messaging with a simple copy/paste.
  
  With the new framework and translation document, we were able to reduce intake and production from 3-5 business days to 1-2 hours.

Tools

• HTML5
• Photoshop CC
• Illustrator CC
• Excel

Key players

• Account Manager: Alexa George

• Animated Units

• Example animations from project.^††
  
  _{^†† Flashtalking retains ownership of all right, title and interest in and to its preexisting software, technology and other intellectual property, including all deliverables resulting from the Production Services, and any other content, technology or intellectual property developed or provided by or on behalf of Flashtalking in connection with the Services.}