Handy is a digital campaign for Chicken Soup built for fast recognition, social momentum, and clear brand recall.
The work was developed with Efron Productions and Blue Studios for Chicken Soup, keeping strategy, craft, production, and delivery connected from the first idea through final output.
As Creative Director and head of Blue Studios, my role was to build the creative engine around the work. I brought together a team of motion designers and editors who could cut, animate, and finish a large volume of episodes quickly while keeping every piece aligned with the Handy brand. The leadership challenge was to move fast without letting the work drift: setting the creative guardrails, protecting the tone, and giving the team enough structure to make each episode feel consistent, useful, and clearly part of the same campaign.
The project sits across digital campaign, brand strategy, creative content, so the solution had to work as both a strong creative read and a practical system people could understand quickly.
I focused on the decisions people feel before they notice them: hierarchy, pacing, interaction rhythm, image language, and the small details that make the work feel finished.
The result is a digital campaign that makes Handy feel clear, memorable, and built for the audience it was meant to reach.
