Heidi Hendricks Wartelle

Captain America: Civil War (2016) | Windows 10 lock screen

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Captain America: Civil War (2016) | Windows 10 lock screen captain america marvel microsoft microsoft store windows store windows windows 10 entertainment campaign narrative campaign content experience copywriting

Client: Windows Store, Walt Disney Studios
Market: North America
Role: Content Designer

SITUATION
Client needed compelling copy for promotion of Captain America: Civil War on Window 10 lock screens.

CHALLENGES
Content design for promotions on previous lock screens did not align with the promoted brand or IP lore in a way that also supported Windows 10. Designs also tended toward the passive.

ACTIONS
Designed content that aligned more closely with brand and IP's lore. Used target audience-aligned language and techniques to make content experience more relevant and active.

RESULTS
Exceeded engagement goals (CTR) and became a best-practice design.

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