Senior Art Director & Campaign Strategist | B2B + B2C
Enerel Samonte | Senior Art Director | 12+ years | Global campaigns | INMA Award-winning design
What Can You Be?
Creative Approach
As Creative Digital Designer, I directed and executed integrated campaigns across digital, print, and social platforms — driving a complete refresh of the brand’s marketing look and feel.
I led creative development for the “What Can You Be” campaign — a cross-platform initiative designed to reposition The Oklahoman as a dynamic, forward-thinking media partner. Including utilizing Guerilla Marketing initiatives in select part of OKC.
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Challenge
The brand’s creative output had become fragmented across channels — digital, print, and broadcast — with outdated visuals that no longer reflected the evolving audience or advertising market.
The challenge was to reintroduce The Oklahoman as an innovative, audience-first media brand while maintaining its heritage and trust.
The goal: modernize campaign storytelling, strengthen advertiser appeal, and inspire engagement through fresh, cohesive creative.
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Key creative strategies included:
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Introducing cohesive visual systems and messaging frameworks across all media formats.
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Designing high-impact homepage takeovers, digital display ads, and video-driven content to improve audience interaction.
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Merging brand storytelling with motion, typography, and photography to bring a contemporary tone to a legacy voice.
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Collaborating closely with copywriters, editors, and account teams to ensure creative alignment with audience insights and advertiser objectives.
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Results & Creative Impact
The creative refresh positioned The Oklahoman as a relevant, modern media force — without losing its editorial credibility.
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Impact highlights:
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Revitalized brand perception across print and digital channels.
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Increased campaign engagement and advertiser satisfaction through cohesive design and storytelling.
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Strengthened internal creative standards and workflows for faster, more agile campaign delivery.
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Beyond the metrics, the project represented a pivotal shift — transforming The Oklahoman’s creative identity from traditional and fragmented to unified, strategic, and emotionally resonant.
