Zumba / Social campaign design
Brief / context
Zumba tasked me with creating branded campaign visuals across several key projects, including trainer-focused advertising via QuickFrame. I developed social-first creative that brought community footage, campaign messaging and motion graphics into a cohesive visual language.
My role
Graphic designer · Video editor · Motion graphics designer. I shaped the visual treatments, branded graphic elements and edits across the campaign work.
From community footage to a recognizable campaign
Zumba tasked me with developing creative visuals across several key projects. The challenge was to turn user-generated material into cohesive, social-first advertising: keep the energy and personality of the community while giving each execution the clarity and consistency of a branded campaign.
The creative challenge
The source content needed to feel connected without losing the people at its center. I approached typography, framing and motion as the connective tissue between individual clips, making the brand recognizable while letting the movement carry the story.
My contribution
I worked across graphic design, video editing and motion graphics, shaping the relationship between footage, campaign messaging and branded visual elements. The scope brought together motion design, digital advertising, editing and content strategy.
A visual system built around movement
In the trainer film, oversized typography gives the message a clear hierarchy, circular framing brings instructors forward, and purple, yellow and pink establish a recurring visual rhythm. Rather than treating graphics as a separate layer, I used them to organize the footage and guide attention through the edit.
What the work needed to achieve
The brief set a three-month timeline and focused on engagement, brand consistency and participation. These were design objectives, not measured performance results.
Creative success criteria
Create engaging, platform-native storytelling. Maintain a cohesive identity using Zumba’s brand system. Transform user-generated content into premium campaign assets and encourage audience participation.
Scope & tools
Social branding · Motion design · Digital advertising · Video editing · Content strategy.
After Effects · Premiere Pro · Photoshop · Illustrator.
Campaign executions
Three additional supplied films sit alongside the opening trainer campaign film, bringing the collection together in one place. Each can be played independently to explore the work across the different executions.
Type, framing & movement
Oversized typography, circular instructor framing, and a purple, yellow and pink palette connect the campaign. Three moments from the delivered film show the sequence developing.
A closer look
Details from the same film frames, shown without changing the original artwork.
One language, two proportions
Format studies made from a delivered film still. These are crop explorations for this portfolio, not evidence of shipped square or vertical placements.
Deliverables / outcome
Campaign films and supporting graphic and motion-design work, presented here through four supplied video assets. The square and vertical crop studies are labeled portfolio adaptations, not shipped placements. Engagement and participation were creative objectives; no measured lift is claimed.
Credits
- Emmanuel Harmon — graphic design, video editing and motion graphics.
- Zumba — client. QuickFrame — commissioning platform for the trainer campaign.