Papermate
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Advertising
A dynamic CTV and social campaign for Paper Mate featuring influencer Happy Kelli, blending playful storytelling and bold visuals to spotlight the joy of writing and everyday creativity across connected TV and digital platforms.
Stand
3 weeks
PaperMate faced a familiar challenge in a crowded, low-consideration category: how do you make pens feel culturally relevant in a digital-first world?
Stationery is often viewed as functional and interchangeable. For younger, socially native audiences, writing by hand competes with keyboards, notes apps, and endless scrolling. The brand needed to break through passive consumption habits and reframe writing as expressive, joyful, and shareable.
At the same time:
The CTV space demanded storytelling strong enough to hold attention on the big screen.
Social required fast, thumb-stopping content that felt native not like a repurposed TV ad.
Influencer integration had to feel authentic, not scripted or overly branded.
PaperMate needed a campaign that could live seamlessly across connected TV and social platforms while making a simple product feel vibrant, personal, and culturally current.
My role focused on developing the motion graphics system that unified the campaign across CTV and social, ensuring visual cohesion while supporting Happy Kelli’s personality-driven performance.
The challenge was creating a graphic language that felt playful and expressive without overpowering the influencer content. The design needed to amplify the joy of writing while staying flexible across formats, aspect ratios, and pacing styles.
I built a motion system that emphasized:
Energetic typography that echoed handwriting and movement and could inhabit the "creative space" I developed
Bold color treatments aligned with PaperMate’s product palette
Graphic transitions and wipes inspired by pop-up art books
Platform adaptability for both widescreen CTV and vertical social executions
The graphics were designed to enhance the storytelling. They highlighted key messaging moments, reinforced brand identity, and maintained visual consistency across deliverables.
The result was a cohesive motion package that elevated the campaign’s visual energy, supported influencer authenticity, and ensured Paper Mate’s brand presence remained strong and recognizable across all media.
