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Campaign Pitch
About
A B2B campaign pitch for Canopy, focused on developing voice and assets designed to sell solutions for performance, clarity, and growth in volatile e-commerce environments.
Canopy Management is a full-service e-commerce marketing agency based in Austin, Texas that helps brands grow and scale their online sales across major marketplaces like Amazon, Walmart, and TikTok Shop. They offer expert services such as marketplace account management, PPC and DSP advertising, product listing optimization, SEO, inventory support, and analytics, using a human-led, software-driven approach designed to boost visibility, conversions, and profitability for e-commerce sellers. Canopy has managed billions in partner revenue and is known for tailored growth strategies and high client retention.
Deliverables
Format
Social Images
and GIF/video loops
Style
Clean, Data-Driven Tension
Timing
Still images + 10 sec GIF
Specks
Various Social Proportions
Outline
financial tension → clarity → recovery → growth
The visuals for the social campaign are built around the idea of controlled volatility, using moments of disruption to drive clarity, confidence, and growth. The design language leverages sharp contrasts, fractured imagery, and directional movement to reflect market pressure and performance challenges, then resolves into clean, data-forward layouts that signal stability and scale. Bold greens paired with neutral greys reinforce growth and trust, while modular UI components, charts, and commerce metaphors keep the focus on measurable outcomes. The result is a tech-forward, performance-driven aesthetic designed to communicate resilience, optimization, and momentum across e-commerce and marketplace platforms.
Animation Style
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Controlled Impact – Sharp, intentional moments of disruption balanced by clean resolution
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Minimalist Kinetic Storytelling – Few elements, purposeful motion, no visual noise
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Tension-to-Resolution Motion – Fracture and shatter effects that quickly stabilize
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Precision Timing – Deliberate pacing with emphasis on key beats (impact → message → CTA)
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Conversion-Focused Motion – Motion that guides attention directly to the CTA
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Tech-Forward Restraint – Modern, polished animation with no unnecessary flourish
Target Audience
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E-commerce Brand Founders & Owners
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CMOs & Growth Marketing Leaders
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Performance Marketing Teams
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Marketplace Sellers (Amazon, Walmart, Shopify)
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VC-Backed & Scaling Brands
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Data-Driven Decision Makers
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Tech-Savvy Retail & DTC Companies
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Brands Navigating Plateau or Decline
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Agencies & Consultants in E-commerce Optimization
Design Visuals
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Shattered glass textures and overlays
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Downward and upward arrow iconography
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Shopping cart symbols and marketplace metaphors
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Dashboard-style data cards
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Line charts, bar graphs, and growth indicators
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Modular UI blocks with rounded corners
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Bold CTA buttons in high-contrast green
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Mobile-first interface mockups
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Clean typographic hierarchy with strong headlines
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Minimal icon sets for performance metrics
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Before/after performance visuals
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Fractured-to-solid transitions (ideal for motion)
Color Palette
Software used
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Figma
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Photoshop
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After Effects
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Generative AI
Rollout Strategy
week 1
Teaser Phase
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Close-crop horror imagery (scythe tips, foggy moon, zombie hands)
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5–8 second soft-launch videos hinting “Something deadly is coming…”
week 2
Main drop
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Release the hero images + videos
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UGC challenge launch
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Paid social targeted at horror fans, metal/alt communities, Halloween-adjacent interests
week 3
Amplification
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Meme versions of hero shots
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Behind-the-scenes zombie makeup time-lapses
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Boost top-performing posts
UGC
Challenge
#HydrateOrHaunt
Fans share spooky-themed photos of themselves drinking Liquid Death.
Reward: reposts + merch giveaways (t-shirts, fake scythes, zombie makeup kits).
Polls & Interactive Stories
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“What should Death do now that you're staying hydrated?”
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“Zombie walk or moon ritual—what’s your vibe?”
Mood Board
These are initial visual style ideas that were pulled to generate the mood and direction headed for the campaign.
A/B Testing Static Social Assets
The BFCM Wake-Up Call
Carousel Template
Animated Version
