The Conga Customer Onboarding Series is a three-part animated onboarding series developed for Conga customers, extended into a full campaign rollout across landing pages, email, and digital advertising. As Art Director, I developed the overarching creative direction and visual concept, leading a team of designers through its execution.
YEAR
2023
ROLE
Art Director
SERVICES
Art Direction
Creative Concept Development
Motion Direction
Campaign Rollout
Landing Page Design
Digital Advertising
Conga needed to onboard customers into its "Agent of Change" positioning – a message that, delivered flatly, risked reading as a dry product-adoption ask rather than something genuinely motivating. The brief called for an onboarding experience that could carry customers from first contact through to actually adopting the platform's tools, across multiple touchpoints rather than a single explainer.
Rather than one video trying to do everything, the concept was a three-part series; letting the "Agent of Change" story unfold in stages and giving the campaign enough surface area to extend naturally into a full rollout. The visual approach ran on two registers built to work together: a hand-drawn, torn-paper illustration style carrying the narrative on landing pages and email, paired with real customer-facing talent in live-action for the video series and digital ads. Keeping both registers consistent meant the tone held whether someone met the campaign through a video, an email, or a paid banner.
As Art Director, I set the creative direction and led a team (a Senior & Junior Graphic Designer, and Motion Designer) through motion, illustration, and live-action production, including an onsite shoot. The series extended beyond video into a full customer journey: landing pages guiding customers to "find out how," email nurture sequences, and a set of digital ad units ("Work faster in Salesforce with Conga Grid," "Create and sign documents fast") carrying the same illustrated visual system into paid media.
The onboarding series wasn't designed to end at the video:
Three-part structure
Letting the "Agent of Change" story build across the series rather than compressing it into one asset.
One visual system, two registers
Hand-drawn illustration for narrative touchpoints, live-action for video and ads, held together by consistent art direction across both.
Full-funnel rollout
Landing pages, email, and digital advertising all carrying the same visual language beyond the video series itself.
The Conga Customer Onboarding Series is a three-part animated onboarding series developed for Conga customers, extended into a full campaign rollout across landing pages, email, and digital advertising. As Art Director, I developed the overarching creative direction and visual concept, leading a team of designers through its execution.
YEAR
2023
ROLE
Art Director
SERVICES
Art Direction
Creative Concept Development
Motion Direction
Campaign Rollout
Landing Page Design
Digital Advertising
Conga needed to onboard customers into its "Agent of Change" positioning – a message that, delivered flatly, risked reading as a dry product-adoption ask rather than something genuinely motivating. The brief called for an onboarding experience that could carry customers from first contact through to actually adopting the platform's tools, across multiple touchpoints rather than a single explainer.
Rather than one video trying to do everything, the concept was a three-part series; letting the "Agent of Change" story unfold in stages and giving the campaign enough surface area to extend naturally into a full rollout. The visual approach ran on two registers built to work together: a hand-drawn, torn-paper illustration style carrying the narrative on landing pages and email, paired with real customer-facing talent in live-action for the video series and digital ads. Keeping both registers consistent meant the tone held whether someone met the campaign through a video, an email, or a paid banner.
As Art Director, I set the creative direction and led a team (a Senior & Junior Graphic Designer, and Motion Designer) through motion, illustration, and live-action production, including an onsite shoot. The series extended beyond video into a full customer journey: landing pages guiding customers to "find out how," email nurture sequences, and a set of digital ad units ("Work faster in Salesforce with Conga Grid," "Create and sign documents fast") carrying the same illustrated visual system into paid media.
The onboarding series wasn't designed to end at the video:
Three-part structure
Letting the "Agent of Change" story build across the series rather than compressing it into one asset.
One visual system, two registers
Hand-drawn illustration for narrative touchpoints, live-action for video and ads, held together by consistent art direction across both.
Full-funnel rollout
Landing pages, email, and digital advertising all carrying the same visual language beyond the video series itself.
The Conga Customer Onboarding Series is a three-part animated onboarding series developed for Conga customers, extended into a full campaign rollout across landing pages, email, and digital advertising. As Art Director, I developed the overarching creative direction and visual concept, leading a team of designers through its execution.
YEAR
2023
ROLE
Art Director
SERVICES
Art Direction
Creative Concept Development
Motion Direction
Campaign Rollout
Landing Page Design
Digital Advertising
Conga needed to onboard customers into its "Agent of Change" positioning – a message that, delivered flatly, risked reading as a dry product-adoption ask rather than something genuinely motivating. The brief called for an onboarding experience that could carry customers from first contact through to actually adopting the platform's tools, across multiple touchpoints rather than a single explainer.
Rather than one video trying to do everything, the concept was a three-part series; letting the "Agent of Change" story unfold in stages and giving the campaign enough surface area to extend naturally into a full rollout. The visual approach ran on two registers built to work together: a hand-drawn, torn-paper illustration style carrying the narrative on landing pages and email, paired with real customer-facing talent in live-action for the video series and digital ads. Keeping both registers consistent meant the tone held whether someone met the campaign through a video, an email, or a paid banner.
As Art Director, I set the creative direction and led a team (a Senior & Junior Graphic Designer, and Motion Designer) through motion, illustration, and live-action production, including an onsite shoot. The series extended beyond video into a full customer journey: landing pages guiding customers to "find out how," email nurture sequences, and a set of digital ad units ("Work faster in Salesforce with Conga Grid," "Create and sign documents fast") carrying the same illustrated visual system into paid media.
The onboarding series wasn't designed to end at the video:
Three-part structure
Letting the "Agent of Change" story build across the series rather than compressing it into one asset.
One visual system, two registers
Hand-drawn illustration for narrative touchpoints, live-action for video and ads, held together by consistent art direction across both.
Full-funnel rollout
Landing pages, email, and digital advertising all carrying the same visual language beyond the video series itself.