CASE STUDY

AdRoll - Campaign
”Roll Into Christmas”

"Avoid the Holiday Horror" text graphic with red lettering on gray background, featuring a Christmas tree icon and red droplets incorporated in the design, promoting AdRoll.

Role highlights:

• Creative direction
• Campaign ideation
• Cross-channel design
• Tone alignment
• Physical-digital merge
• Brand storytelling

Two holiday-themed posters with horror elements. The left poster features a red and white Santa beard with text 'Avoid the Holiday Horror with AdRoll.' A butterfly is at the top. The right poster shows a red sea with a black Christmas tree and text 'You're gonna need a bigger boat.' Both have a horror theme related to holiday marketing.

Brief AdRoll’s holiday campaign reimagined seasonal stress through a VHS horror film lens. We blended humor, nostalgia, and urgency to create a distinct brand moment. The concept connected emotionally with marketers, delivering a compelling narrative that aligned with AdRoll’s witty tone and stood out in a crowded seasonal marketing space.

Audience Marketers and AdRoll customers facing high-pressure holiday campaigns and seeking standout, relatable B2B marketing.

Approach We crafted a direct mail VHS-style horror film kit and paired it with a fully integrated digital experience. Using bold visuals and cheeky copy, we tapped into shared holiday pressures while reinforcing brand voice. The creative was implemented across email, web, and social, making the brand experience feel cohesive and fresh.

Outcome The campaign created buzz and deepened engagement with AdRoll’s user base. By linking nostalgia with modern UX, we elevated seasonal messaging while reinforcing the brand’s unique tone. The cross-channel execution proved highly memorable, with metrics showing increased open rates, engagement, and positive sentiment during the competitive holiday season.

Three posters with the theme 'Avoid the Holiday Horror.' Each poster has a unique design featuring a silhouette related to a holiday theme, with blue and black colors, promoting AdRoll.
A trifold brochure with red and black colors, featuring a silhouette of a person holding a camera and text that reads "Planning for Goodness Sake." The brochure is partially open showing some paragraph text.
Blue banner with text "Be Ballsy This X'Mas" and "AdRoll" logo, in a festive design.
Two branded Christmas ornaments; blue and white with "AdRoll" logo. Blue ornament reads "Standing out takes balls." Accompanied by a blue promotional flyer with similar text and placeholder content.
A group of seven people smiling in front of a colorful mural with the word 'ShangRollba.' The mural features abstract buildings and a scenic design. Some people are casually dressed, and one person is holding a beverage.

The success of the AdRoll holiday campaign was driven by tight-knit collaboration across creative, marketing, and product teams. From concept through execution, everyone brought unique insights and stayed aligned through open communication and fast feedback loops. This trust-based environment enabled us to move quickly, stay on brand, and deliver a cohesive, high-impact campaign across digital and direct channels—on time and within budget.

Black and white portrait of a woman smiling in front of a brick wall.

Laura Hauser, VP of Marketing at Bitrise

“Richard is one of the most talented designers I've ever worked with. I have been continually impressed with the work that he produces. AdRoll's branded content feels clean, innovative and inspiring- all qualities that help us move the needle with customers. I think he is instrumental in creating the perception that AdRoll is a leader in the advertising industry that understands the essence of inspiring creatives.”