Art direction for custom display ads
At Xfinity, I served as the founding Senior Art Director for Custom Display, a specialized division part of the Helix Team (Xfinity’s Design System), focused on designing and optimizing bespoke digital advertising experiences across major media partners, including HBO, Amazon, Condé Nast, Spotify, Meta, DotDash Meredith, Google. My role combined creative direction, systems design, and cross-functional collaboration to strengthen Xfinity’s ad storytelling.
I worked as a bridge between art directors and the internal design system team, contributing research, trend analysis, and creative exploration. I collaborated closely with vendors, motion artists, copywriters, and designers to find new ways to optimize the digital advertising space, especially for display sizes and formats that were not yet standardized and varied by publisher and platform.
Working at this scale meant refining the small details that make large systems function effectively, and developing visual frameworks that balanced performance, usability, and brand integrity. The mockups shown here highlight my focus on information architecture and layout discipline.
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Art Direction
Researcher
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Xfinity Helix Team
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New York
My work sat at the intersection of creativity and operational precision, translating global brand campaigns into hundreds of layouts and formats while anticipating behavioral outcomes based on the publisher, device, and user context.
Custom displays involved non-standardized units within the industry, and their flexibility allowed companies to use a more versatile canvas for advertising campaigns. These often incorporated elements such as custom overlays, multi-screen interpolation, multi-screen flows, and formats like interscrollers, screen takeovers, pause ads, scrensavers, crown units, quicksliders, and skyboxes across various devices.
It also included adapting larger display formats and ensuring platform flexibility so that the ad designs aligned with each publisher’s unique UI and visual environment without losing visibility.
Because of the bespoke nature of this division, adapting layouts and components to the brand’s design system required research, testing, and iteration to find the right formula for scalability and distribution within a custom space.
My research led to tactics such as dividing design distribution based on content density, visual hierarchy, and message category. This helped the team leverage the design system to include global components that could be adapted to any size and format within Figma. A much smoother and more flexible method of designing digital ads beyond the constraints of standard display sizes.
Work created for Comcast / Xfinity / Good Kid is publicly presented solely to demonstrate my creative contribution. © Comcast / Xfinity / Good Kid — All Rights Reserved.
Please do not reproduce, screenshot, quote, or use this material without written permission.
For inquiries or collaborations, please contact me. ✦