WD tasked PETROL to create a set of unique, creativity-oriented wallpapers for WD’s content marketing website – WD Ventito. The site arms users for success through creative inspiration, trends, tips & tricks and insight from visionaries, inventors, entrepreneurs and artists from around the world. WD wanted to provide its users with unique, downloadable content that could serve as a constant reminder and key creative/inspirational component in their daily lives – what better way to do so than creating computer, phone, and tablet digital wallpapers that the users would see anytime they turned on their devices?
PETROL’s approach was to create impactful, beautiful illustrations that were also elegant and inspirational. The key was to let the creative speak for itself, accompanying designs with minimal, yet effective copy and a WD Ventito logo. All illustrations were created from scratch, with careful painting over multiple days for each piece – creative minds always appreciate the details and that was what PETROL wanted to focus on in these executions. The designs were to simultaneously be left open for interpretation while also serving as somewhat emotionally stimulating, and leaving the user with a sense of wonder. It was also important to ensure that this creative would be relevant to WD and its consumer base – while WD consistently aims to appeal to creative minds through both product and content marketing, this series of wallpapers served that exact same purpose.
Wallpapers in this series were anchored at the front of the website at the tail end of WD Ventito’s highest month of traffic to-date, and the campaign saw thousands of impressions and page views over a narrow period of time that spanned through the holidays – typically a very low traffic period. Moreover, one of the designs has seen great success and has since become a key creative component in many of WD’s executions outside of WD Ventito. The girl with the hair filled with hard drive parts has been showcased as a main piece of WD’s lobby artwork and was also featured as the face of the WD Fan Night event during CES 2015 at TAO Nightclub, which saw a filled-to-capacity crowd of over 1000 attendees, both consumers and press. WD as a company is also very proud of this artwork on an internal level, having had all items in the series printed and mounted around its office space.
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