The client came to us through an invited pitch with a familiar challenge — they wanted to continue running In-Article ads through GumGum to promote a new season of a beloved TV show, but were stuck on how to bring it to life visually. The only creative direction given: feature an inspirational quote from the show's main character.

The quotes provided by the sales team and agency were the obvious starting point — but it was immediately clear they were far too long for the format to handle gracefully. Even though In-Article ads, such as the Hang Time, span the full height and width of a mobile screen, legibility and engagement had to come first.

While looking back to the source material, I found a shorter, sharper quote that could do the job. I proposed a kinetic type animation built entirely using traditional graphic design and animation techniques — no generative AI. The visual language was intentional: text drifting through clouds before the camera pans down to the main character, show title, and key details. Part cinematic, part classic inspirational posters where sky meets text meets feeling.

The fully functional demo won the pitch — and opened the door to new business across international markets.