Make - Connects

Campaign Concept: Time Returned

Make automates work, but its marketing consistently leads with workflows and features. Visually, nearly every campaign uses the same purple gradient, which has become so associated with advertising that people scroll past it before the message lands.

This concept shifts the focus from automation to the human outcome of automation.

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The idea: Position Make as a tool that gives time back, not just one that increases output. And create a visual interruption distinct enough to actually be noticed.

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What I designed: Instead of dashboards and workflows, the campaign shows the moment after work is no longer present. When someone returns to themselves. The product stays implied. The benefit becomes visible. A complementary green replaces the signature purple gradient, creating deliberate separation from existing campaigns and signalling a different kind of message. The visual tone is restrained, less intensity, more space, reflecting how people actually experience regained time. Commuting became the central setting, a familiar transition between work and personal life that makes the benefit tangible without explanation. The concept scales across social, digital, and outdoor placements without relying on product visuals.

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Outcome: A campaign that reframes Make around human value rather than technical function. Stronger distinction, deeper recognition, and a clearer emotional position in a crowded automation market.

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Role: Campaign concept, visual direction, messaging strategy

‍Tools: Figma

‍Project type: Campaign concept

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