Creating the visual language for a first-of-its-kind live product experience

Company: Fetch

Role: Creative Direction, Art Direction, Motion Design, Cross-functional Collaboration

For Fetch's first Super Bowl activation, the company transformed a traditional commercial into a live in-app experience where users could participate in a $1.2 million giveaway. I was brought in to lead the creative direction and animation for the livestream experience, developing the visual world, storyboards, illustrations, motion, and character-driven moments that brought the experience to life. Working within a fixed deadline and alongside product, engineering, and external partners, I created the animation system that supported an activation reaching 2.3 million concurrent viewers and millions of app visitors.

The Challenge

Fetch wanted to turn a traditional Super Bowl advertisement into something more interactive: an experience that moved viewers from watching a commercial to participating directly inside the app.

The challenge was creating a product experience that felt as exciting and polished as the cultural moment surrounding it. The livestream needed to support millions of potential users arriving at once while maintaining a cohesive brand experience across every touchpoint, from the opening animation to winner announcements and user reactions.

Within that larger initiative, my responsibility was focused on the creative layer of the experience: establishing the visual language, designing the animation sequences, and creating the assets that would live inside the livestream product experience.

Unlike a traditional marketing animation, these assets needed to function within a live product environment. Animations had to account for UI integration, timing, repeated playback, different states, and the unpredictable nature of a real-time broadcast. Every creative decision needed to balance brand expression with technical constraints.

The Approach

I approached the work by creating a cohesive visual world that could support multiple moments throughout the livestream.

I began by storyboarding the key animated sequences, defining the pacing, transitions, and character moments needed to guide users through the experience. From there, I created style frames, illustrated environments, and developed the motion language that would carry through the livestream, from the opening countdown animation to winner reveal moments.

The Pointling characters became a central part of the experience. I designed a set of Pointmoji reactions based on Fetch's mascot characters, creating expressive moments that users could interact with during the livestream. These assets were designed for digital use within the product experience while also being adapted for physical production elements used during filming.

The work required close collaboration across Product Design, Engineering, Marketing, and external partners. I created production-ready assets that could be integrated into the livestream experience while maintaining creative consistency across a fast-moving, high-visibility launch.

The Outcome

The Super Bowl activation became one of Fetch's largest product moments to date, bringing millions of users into the app and demonstrating the potential of combining brand storytelling with interactive product experiences.

The livestream reached 2.3 million concurrent viewers, with 3.2 million people visiting the Fetch app during the event, averaging 9 minutes and 21 seconds of viewing time.

The activation also contributed to 1.3 million new accounts, significant increases in downloads and brand search, and helped propel Fetch to the top of the shopping app category following the event.

While those results reflect the success of the full activation across many teams, the creative system I developed became the visual foundation users experienced throughout the livestream, from the opening animation to winner moments and interactive reactions.

The project reinforced the role creative direction can play inside product experiences: not just making moments look better, but helping complex interactions feel intuitive, memorable, and emotionally engaging.

“The best product moments happen when creativity is designed around the experience, not added after the experience is built.”