I’m Chris Johnson, working out of the Omaha, Nebraska metro area. I design and develop modern websites, 3D interactions, and playful browser experiments that balance performance with personality.
Humminbird
Senior UX Designer
2018
I collaborated as part of a creative team to concept and execute this digital ad campaign for Humminbird’s APEX system, focused on showcasing its high-performance display and advanced sonar capabilities. The goal was to create a bold, attention-grabbing visual that immediately speaks to serious anglers who demand precision and control on the water.
We leaned into a strong, product-centric composition—letting the expansive screen and detailed interface take center stage. The “Are You Type APEX?” headline introduces a confident, slightly provocative tone, designed to spark curiosity while reinforcing the product’s premium positioning. Motion and framing were used to guide the viewer through the interface, highlighting clarity, responsiveness, and real-time data in action.
