Consumer Reports
There’s a lot behind a good recommendation.
A campaign built to show younger online audiences what a Consumer Reports subscription offers beyond a free review.
Explore the work
Take the ideas for a spin.
Explore three creative directions and how each brings the testing story to life through image, message, and movement.
A portfolio reconstruction using original campaign copy and artwork. The motion is illustrative, not the original video or live test data.
The challenge
Consumer Reports needed to communicate the value of its independent testing, unbiased recommendations, and consumer advocacy to younger people using online product reviews. The campaign made that research the story, giving audiences a clearer reason to consider a subscription.
My contribution
I led the team developing a multichannel campaign, including two 30-second ads for YouTube and Hulu’s connected-TV platform. We brought testing, storytelling, and a clear subscription message together, with creative designed to stand out and explain why the research matters.
Original design boards and imagery
