CHARLY HOYLE
CREATIVE DIRECTION
I have a proven track record of building social-first campaigns from the ground up from commissioning white-label creatives and agencies to developing strategic visual content in close collaboration with marketing teams, all with a sharp focus on audience targeting, engagement, and click-through rates (CTR).
ELEMIS x FRAMELESS
I collaborated with Art Director Charlotte Mills and Global Creative Director Rebecca Smith to lead visual development for the ELEMIS x Frameless immersive event. I produced all on-site video content and oversaw the creative commissioning of sound artist Jesse Solomon, AI artist Markos Kay, and studios TOO GALLUS and WE17. Working closely with Frameless, I curated and designed each digital screen, ensuring a cohesive land to sea narrative aligned with ELEMIS’ brand story. Despite a tight turnaround, the execution delivered an immersive, multi-sensory experience that left a lasting impression.
ELEMIS CYBER CAMPAIGN
I collaborated with key stakeholders to develop a series of animated assets for a Cyber themed digital campaign, bringing a playful, gamified aesthetic to life. Using 2D rigging animation built from stills, I directed and executed the entire video sequence, combining stylised motion with high-fidelity product realism. By retouching the campaign imagery myself, I ensured full visual control creating a balance between realism and a game look and feel. I also curated a retro inspired soundboard to enhance engagement and reinforce the campaign’s tone. The final assets performed strongly across global social platforms, delivering high engagement rates and elevating brand perception through creative storytelling.
ELEMIS X SHRIMPS
I developed and produced digital animation assets for the ELEMIS x Shrimps collaboration, delivering creative for both paid and organic social channels. Drawing inspiration from Shrimps' signature collage aesthetic, I used 2D animation to reflect the playful, irreverent tone of the brand. Working closely with Charlotte Mills, I ensured all animated content aligned seamlessly with the wider campaign strategy. The animations brought a dynamic layer to the visual storytelling, increasing campaign engagement. The final creative became a standout highlight, praised by the Shrimps team and founder Hannah Weiland as their favorite element of the campaign.
ELEMIS INFLUENCER MAILERS
I led social campaign creative across all brand and product marketing at ELEMIS, producing high-impact video, motion, and animation assets for paid and organic channels. With a strong foundation in print design, I extended campaign visuals into tactile experiences, ideating and designing influencer mailer boxes for new product launches. These were crafted to mirror the digital aesthetic, creating a seamless 360° brand experience. Collaborating closely with social, PR, and marketing teams, I ensured visual cohesion and storytelling alignment, resulting in elevated unboxing moments that amplified UGC engagement and reinforced brand presence across influencer and consumer touch points.
FACEGYM X SEPHORA
I led the development of the departure travel aesthetic across all printed assets for the social seeding campaign spotlighting FaceGym’s new Active Rollers and FaceBall, in collaboration with Sephora. Drawing from the core concept “ball rolling into town,” I created custom illustrations, lockups, and logos for both print and social channels. To bring the idea to life digitally, I directed and produced a trackable 3D-style After Effects animation, simulating the product rolling through various locations. This was supported by a mix of live-action footage, stylised mock statics, and curated UGC to drive narrative cohesion across touch points.
FACEGYM 21DAY RESET
21 Day Reset is a yearly “new year, new me” style campaign which FaceGym first launched in 2021. I was tasked with building the digital identity across social, including paid, events and digital. The business had a rebrand, so the subheader font, Helvetica, was used rather than the previous Maison Neue. This allowed me to block build a lockup which had strong justification, this typesetting would be reflected across all copy. Using a dissolve animation emulated this aesthetic. I built a range of posts, from events to lives, to pre-records. I reworked existing footage, and created new BRoll footage of the products in the range.
FACEGYM X MECCA
I extended the global visual identity of FaceGym’s “World Tour” campaign for the brand’s debut in the Australian market in partnership with MECCA. As this was FaceGym’s first regional launch, the campaign strategy centered around UGC amplification, influencer activations, and immersive event-led content. I evolved the refreshed brand system leveraging the established block layouts, bold color palette, kinetic typography, and dynamic animation to build a cohesive cross-channel experience. Collaborating with key influencers, we captured geo-specific content to feature the 3D FaceBall rolling through iconic locations, reinforcing local relevance. The campaign drove strong engagement, delivered a spike in high-intent organic traffic, and boosted discoverability through improved SERP performance.
FACEGYM SOCIAL
I lead all motion driven digital social campaigns, ensuring a streamlined production pipeline by first designing static layouts in Instagram Story format. This previsualisation approach accelerates approvals, aligns stakeholders early, and reduces post-production revisions before animation begins in After Effects.
I also rebranded and rebuilt key BAU campaign series such as “Hot Off the Press” and “Awards”, elevating them through cohesive brand storytelling. By integrating bold visual identity elements such as graphics, motion design, colour grading, and 3D animation, I transformed raw UGC into polished, commercial ready content.
These efforts significantly boosted performance, with the resulting creative assets ranking among the highest- erforming across ad serving and paid social for the Active Blast campaign.
KALUZA
As Creative Lead at Explosive Brands, I oversaw a team of two designers and led the end-to-end creative for Kaluza’s “Mission Transition Chapter Two” publication and wider digital campaign. I developed a bold, modern design system optimised for digital sharing creating custom iconography, retouching imagery, and rebuilding Kaluza’s brand wave to align with their digital aesthetic. I blended data-driven storytelling with striking visuals to drive engagement. I also led the creation of responsive Google Display ads, animating concepts in After Effects and coding in Google Web Designer. The campaign delivered a cohesive brand experience across web, digital, and print, elevating Kaluza’s energy mission.
CALLAWAY
I led end-to-end creative across global digital and print campaigns, as the sole designer during COVID at Callaway Corp, while supporting active markets like Germany and the Middle East. I delivered 360 campaigns for Callaway brands including Mavrik and Apex creating rich media, 2D/3D animated assets, and digital scorecards that communicated the brand's AI powered product innovation. I also produced high-performing social content for men’s lifestyle brand TravisMathew, achieving record engagement. Beyond organic and paid social, I expanded into print collateral for the European Tour and partners, ensuring cohesive brand storytelling across all touch points during a critical global period.
CALLAWAY & TRAVIS MATHEW
I led the creative direction and design of two exclusive beers for TravisMathew, Callaway’s men’s lifestyle brand. This included packaging design and a “soft” social launch targeting key Callaway Golf players and golf influencers, enhancing brand prestige through selective gifting. Collaborating with the retail manager, I directed and produced a premium content series featuring Callaway athletes for rollout across third-party retail spaces. I managed all aspects of post-production including retouching, recolorising, and graphic overlay. Ensuring visual consistency across both color and black and white assets. The campaign successfully elevated TravisMathew’s brand perception and deepened alignment with its golf and lifestyle audience.
