Capital One
Deliverables Include:
Email, Direct Mail, Display Ads, Interstitial Ads, Landing Pages, Brand Guidelines, Social Media Ads
Roles played:
Art Direction, Creative Direction, Testing Strategy, Analytics Synthesis, Brand Management
During my six years at Capital One, I advanced from contract Art Director to Senior and Principal Art Director, ultimately serving as Marketing Creative Director within the Auto Refinance line of business. I partnered closely with legal, analytics, data science and design to align creative strategy with measurable business goals — leading integrated campaigns across email, direct mail, display, in-app, and digital channels. In addition to overseeing campaign creative, I helped shape the internal creative culture and visual brand within our line of business, leading town halls and initiatives that strengthened cross-team collaboration and creative alignment.
“I worked with Mark for over two years at Capital One and was consistently blown away by his creativity, love for visuals and art, and willingness to try new things. While working for me, Mark lead a team of art directors and copywriters and worked cross functionally with our analyst team to design, test, and optimize our marketing campaigns. In addition to his leadership role, Mark also continuosly designed creative campaigns himself and acted as an art director— ensuring every deliverable met the highest visual and strategic standards. He leaned into analytics to identify trends and ensure our messaging to customers was consistent and up to date with the highest performing visuals.”
Scott Horvath
Senior Business Director at Capital One
“Mark was an exceptional creative partner and colleague in our time together working on auto refinance marketing creatives at Capital One. He did a good job of connecting the business intent to creative, brand direction and strategy. He did not shy away from understanding the KPls of the business initiatives, and spoke comfortably of the quantitative results and insights uncovered. Furthermore, he always maintained a positive and welcoming attitude at work, helping others grow and learn from his leadership.”
Albert Nabiullin
Director of Sales and Strategy at Capital One
Home Loans
Branding Playbook
Brand Guidelines
Copywriter: Briana Shaver
Creative Director: Scott Larson
Art Director: Mark Fallis
THE BRIEF
The Home Loans line of business at Capital One lacked a defined visual identity. While enterprise brand guidelines existed, they allowed for broad interpretation across lines of business — resulting in inconsistent layouts, color usage, and imagery. To strengthen brand recognition and improve creative consistency, the Home Loans team needed its own visual framework that aligned with Capital One’s master brand while establishing a distinct, cohesive look and feel.
THE SOLUTION
I developed a dedicated set of Home Loans brand guidelines to define standards for typography, color, photography, and layout systems. The new framework brought clarity and cohesion to all marketing materials, ensuring creative alignment across internal and external teams while preserving flexibility for future campaigns.
Simply Smarter Marketing Campagin
Display Ads, Landing Page
Copywriter: Briana Shaver
Creative Director: Scott Larson
Art Director: Mark Fallis
THE BRIEF
Capital One Home Loans launched the Simply Smarter Home Sweepstakes to engage new audiences and promote awareness of its home loan offerings. The campaign aimed to connect the idea of “smart homes” with “smart financial choices”—encouraging participation through a sweepstakes that offered the chance to win a premium smart home system. This approach helped Capital One capture qualified leads, boost engagement across digital channels, and strengthen positive brand association around innovation and home ownership.
THE SOLUTION
I designed a cohesive digital campaign system featuring responsive display ads and a coordinated landing page design. The creative combined lifestyle imagery and smart home product visuals with a clean, accessible layout that aligned with Capital One’s brand standards. Each touchpoint—from ad to landing page—was crafted to drive awareness, simplify participation, and reinforce the message that Capital One makes financing your home smarter and more rewarding.
Auto Refinance
Direct Mail
Direct Mail
Copywriter: Mallory Ashcraft
Art Directors: Mark Fallis, Lila Oliveira
Creative Director: Mark Fallis
As both Art Director and later Creative Director, I led the concepting, design, and execution of Capital One Auto Refinance direct mail campaigns reaching millions of customers nationwide. Each piece was built around data-driven insights and rigorous testing strategy — aligning creative direction with business goals to drive response and conversion. I collaborated closely with analytics, marketing, and compliance partners to ensure every element struck the right balance between performance, clarity, and brand consistency. From creative testing frameworks to production-ready design systems, these campaigns exemplified how thoughtful, insight-led creative can deliver both strategic and visual impact.
Real Rate Guarantee
Email Campaign
Email Design
Copywriter: Mallory Ashcraft
Creative Director: Mark Fallis
Art Directors: Lila Oliveira, Mark Fallis
THE BRIEF
The auto refinance market is crowded with nearly identical offers promising lower rates and smaller payments — many of which rely on fine print and misleading tactics that erode consumer trust. Our research showed that even though Capital One provided real, upfront offers, customers didn’t see us as more transparent than competitors.
THE SOLUTION
We created a campaign built on honesty and clarity: The Real Rate Guarantee. By leading with transparency and showing customers their actual rate upfront, we positioned Capital One as the trusted choice in a skeptical market. The approach drove a 30% lift in email engagement and delivered the second-highest funding day in two years.
Staycation to Vacations Marketing Campaign
Email Design, Moveable Ink, Interstitial Ad, Landing Page
Copywriter: Briana Shaver
Creative Director: Scott Larson
Art Director: Mark Fallis
THE BRIEF
The Staycations to Vacations campaign was developed to promote Capital One Home Loans’ limited-time offer of bonus airline miles for new home loan customers. The goal was to increase engagement, drive click-throughs, and position Capital One as a brand that helps customers achieve both practical and aspirational goals — from financial stability to dream vacations.
THE SOLUTION
As Art Director, I partnered with the brand manager, analytics team, and email developers to concept, design, and implement a dynamic Moveable Ink integration that personalized each user’s experience in real time.The email featured a custom flight ticket graphic that automatically pulled in the recipient’s nearest international airport code, location, and other personalized data — creating a highly relevant, travel-inspired experience that tied directly to the campaign’s theme. The system extended across email, display, and landing page designs to deliver a cohesive, personalized journey from inbox to conversion.
Dream Home Marketing Campaign
Social Media, Animated Display Ads
Copywriter: Briana Shaver
Creative Director: Scott Larson
Art Director: Mark Fallis
THE BRIEF
Capital One Home Loans sought to create a digital awareness campaign to educate and engage potential home buyers at the early stages of their decision-making journey. The objective was to position Capital One as a trusted, approachable resource for navigating complex financial choices — from renting vs. buying to budgeting for the right home. The campaign needed to perform effectively across social media and display environments while maintaining alignment with Capital One’s broader brand system.
THE SOLUTION
I concepted and designed a suite of social media assets and animated display ads built around relatable, human-centered storytelling. Each piece simplified the home-buying process through friendly messaging and approachable imagery, reflecting everyday customers making smart financial choices. Using motion and short-form sequencing, I created GIF-based ad variations that introduced subtle animation to drive engagement and improve click-through rates. The final campaign delivered a cohesive, accessible visual system that reinforced Capital One’s “Simply Smarter Home Loans” positioning across multiple digital channels.
