Cat-nected Love

Joe & Hailey AI Ad Campaign

How do we promote a fortune-telling feature without becoming a fortune-telling app?

Timeline

1 Week (Feb - Apr. 2026)

Timeline

1 Week (Feb - Apr. 2026)

Team

Solo Project

Team

Solo Project

My Role

Visual Storyteller / Content Director

My Role

Visual Storyteller / Content Director

Tools

Adobe Premiere Pro, After Effects, Photoshop, Illustrator, Figma, Gemini


Tools

Adobe Premiere Pro, After Effects, Photoshop, Illustrator, Figma, Gemini


Overview, The Challenge

Joanne Hailey, a premium daily-matching dating app, recently launched a new "Saju" (Romance Luck/Fortune) feature to keep users engaged during waiting periods. However, because the app was still in its early growth stages, there was a significant brand risk: focusing too heavily on "Saju" could mislead audiences into thinking we were a mystical fortune-telling service rather than a modern dating platform.

The objective was to introduce this new feature indirectly, humorously, and engagingly without diluting the app's core identity of connecting people.

Cultural Trending

Instead of a traditional ad showing people checking their fortunes, I pivoted to a completely different perspective: the user's pet.

  • Cultural Hook: Inspired by the viral Korean meme format "정서불안 김햄찌" known for its blunt, relatable, and slightly aggressive "fact bombing" humor, I wanted to create an ad that felt like a native, entertaining social media post rather than a corporate pitch.

  • The Concept: A frustrated cat, annoyed by its single, homebody owner, takes matters into its own paws. The cat taps the "Romance Luck" button on the app, which leads to the owner finding a match, having a great conversation starter "My cat checked my Saju!", and finally leaving the house for a date.

AI Workflow & Storytelling

To bring the "Judgmental Cat" concept to life within a tight timeframe, I developed a highly efficient, AI-collaborative production pipeline, acting as both the creative director and technical executor.

  • Reverse Engineering Visuals with AI: I began by sourcing specific visual references that matched the desired mood. Instead of guessing prompts, I used AI to analyze these references and extract precise, descriptive text prompts. I then fed these exact prompts into Gemini to generate the core still images.

  • Keyframing AI Video Sequences: To create fluid motion, I didn't rely on random video generation. I carefully generated specific first and last frame images using Gemini, and then used AI video tools to bridge these frames into seamless, controlled video sequences based on my storyboard.

  • The "Kim Hamster" Editing Technique: To capture the chaotic, viral energy of the Korean "Kim Hamster" meme, I employed rapid fire jump cuts. This fast-paced editing not only kept the viewer's attention but also strategically masked the typical "AI generated" feel, making the video look like a raw, native social media clip rather than a synthetic render.

  • Voice Acting & Modulation: To give the cat its signature sassy persona, I recorded the voiceover myself and applied voice modulation to achieve the perfect comedic pitch.

  • Character Directing & Humor: I directed the AI to generate specific micro-expressions for the cat to elevate the humor. A favorite detail: when the owner reads the "Fiery Fox" (불여우) result, the cat visibly shrinks back, intimidated and nervous, before suddenly breaking into a dramatic, villainous laugh ("Mwahaha!").

To bring the "Judgmental Cat" concept to life within a tight timeframe, I developed a highly efficient, AI-collaborative production pipeline, acting as both the creative director and technical executor.

Reverse Engineering Visuals with AI: I began by sourcing specific visual references that matched the desired mood. Instead of guessing prompts, I used AI to analyze these references and extract precise, descriptive text prompts. I then fed these exact prompts into Gemini to generate the core still images.

Keyframing AI Video Sequences: To create fluid motion, I didn't rely on random video generation. I carefully generated specific first and last frame images using Gemini, and then used AI video tools to bridge these frames into seamless, controlled video sequences based on my storyboard.

The "Kim Hamster" Editing Technique: To capture the chaotic, viral energy of the Korean "Kim Hamster" meme, I employed rapid fire jump cuts. This fast-paced editing not only kept the viewer's attention but also strategically masked the typical "AI generated" feel, making the video look like a raw, native social media clip rather than a synthetic render.

Voice Acting & Modulation: To give the cat its signature sassy persona, I recorded the voiceover myself and applied voice modulation to achieve the perfect comedic pitch.

Post Production

To capture the authentic, raw, and humorous tone of the meme trend, I recorded the voiceover myself, bringing the "judgmental cat" persona to life alongside the UI mockups and visual assets.

Results & Impact

By framing the Saju feature as a quirky, fun "icebreaker" rather than a serious matchmaking tool, the campaign safely protected the brand's identity while driving massive curiosity.

  • Engagement & Growth: The ad significantly boosted the app's MAU (Monthly Active Users) and overall new registrations.

  • Feature Adoption: Usage of the new Saju feature increased by 40% compared to pre-campaign levels.

  • Long-term Success: The "Judgmental Pet" format resonated so strongly with the target audience that it was officially greenlit as an ongoing, serial ad campaign ("The Matchmaker Pets Series").

Messeage me on Linkedin or stalk my Insta

Other links

ANNALYTICAL DESIGN

© 2025 by Anna E KIm

Messeage me on Linkedin or stalk my Insta

Other links

ANNALYTICAL DESIGN

© 2025 by Anna E KIm