Holiday Socials

Comcast Advertising, Comcast’s global media, technology, and advertising division, partners annually across Social and Creative teams to deliver holiday and cultural recognition campaigns on LinkedIn and Instagram.

The objective was to develop and scale bespoke, brand-specific design systems for Comcast Advertising and FreeWheel that aligned with each brand’s identity while driving cultural relevance. These campaigns helped humanize B2B brands, strengthen audience engagement, and support long-term brand equity.

FreeWheel’s system was grounded in flat, geometric design, while Comcast Advertising required a significantly more complex 3D paper-cut visual language featuring textured, organic elements. While both systems had unique challenges, the realistic paper-cut style was more challenging and time consuming to produce.

To improve efficiency, I strategically integrated generative AI into the concepting process, transforming flat design explorations into realistic paper-cut style visuals. This reduced concept development time by 75%, accelerated stakeholder approvals, and increased capacity to focus on final creative execution, animation, and other high-priority strategic initiatives.

Comcast Advertising

Winter 2025