A look at how the campaign translates across standard ad sizes, from concept through execution.
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.
Arctic Cat
Senior UX Designer
2021
I handled the visual design and front-end development for this Arctic Cat 2022 lineup campaign, working closely with an art director, creative director, and copywriter to bring the concept to life across a series of HTML ads. The idea centers on a simple truth. Riding is not just something you do, it is something you feel.
The headline, “You know it when you feel it,” sets the tone, while bold typography and layered motion bring that energy into each placement. I focused on designing frames that feel grounded in real terrain like mud, forest, and movement, so the vehicles are always shown in their element.
On the development side, I built lightweight, responsive HTML ads optimized for performance across platforms while keeping visuals consistent. Subtle animation and precise timing guide attention without overwhelming the message. The result is a cohesive campaign that translates seamlessly across formats while staying true to the original creative direction.