One promotional ask. Five expert voices. One connected campaign.
Campaign architecture · Creative direction · Content · Rollout
5 leaders5 POVsLinkedIn + dd.ca
Campaign perspective · Product
The opportunity
The ask was simple. The opportunity was bigger.
A partner wanted to draw more attention to Deloitte Digital Canada’s new Digital Products & Innovation page. A single promotional moment could only go so far. The opportunity was to give distinct expert voices a stronger editorial frame.
The campaign idea
Turn the page into a conversation.
I helped shape the campaign direction, then developed it into a coordinated sequence of five expert perspectives across content, creative direction and rollout.
Instead of asking one piece of content to carry the entire message, the story unfolded through five discipline leaders. Each brought a distinct angle on digital product development, creating multiple entry points into one connected editorial idea.
01One page
02Five voices
03One connected story
What I led
Shaping the system into a campaign.
The global Deloitte Digital team created the split-screen visual system and placemat format. That framework gave the campaign a shared visual language.
Campaign architecture · Visual concept · Art direction · Content · Leader adaptation · Rollout
For each POV, I developed the visual concept and created the imagery, translating the leader’s specific argument into an analogy for connected digital experiences. I also led sequencing and cadence, copy development, leader voice adaptation, approvals and coordination, internal amplification and rollout. The final article served as the campaign’s concluding piece.
The global split-screen system provided the framework. The imagery inside each placemat was developed specifically around the perspective it needed to communicate.
How it unfolded
Designed to accumulate.
The work appeared over time, not all at once. Each release added a new angle, with a coordinated internal re-share sequence supporting each release. A concluding article brought the product-development argument together.
01 · DesignPOV Remove complexity by connecting human needs with business goals. Visual analogy A cyclist moves from congested traffic into a clear, intentional route.02 · ProductPOV More features do not always create more value. Visual analogy More ingredients and choices matter only when they come together as an outcome people value.03 · QualityPOV Quality begins before testing, through aligned intent and continuous validation. Visual analogy A finished experience begins in the plan, before construction starts.04 · EngineeringPOV AI speed creates value only when reliability keeps pace. Visual analogy A racing line meets a circuit, connecting acceleration with the system that makes it dependable.05 · AIPOV AI accelerates delivery, while human judgement creates value. Visual analogy Many captured possibilities become meaningful through a deliberate human selection.
Concluding article
The AI Factory: from AI pilots to products worth scaling
The five-POV campaign concluded with a longer-form article bringing the product-development argument together.
Most-visited page on the Canadian site, up from #4
#2
During the Aug 20–Sep 16 campaign period, daily sessions to the Digital Product page increased from 1.27 to 3.32, while site-wide traffic remained broadly stable at 16.4 versus 15.5 sessions per day. LinkedIn’s share of page sessions increased from 4.5% to 27.5%.
Outcome
The campaign did more than promote a page. It gave the thinking behind it more ways to be seen.
Deloitte Digital global teamSplit-screen visual system and placemat format.
Marcus FreitasCampaign direction, architecture, creative direction, image production, content, coordination and implementation.
