AIRTASKER
SMALL JOBS COUNT TOO
ROLE:
Art Director
PROBLEM
Small jobs never feel big enough to book someone for — fixing a shelf, sorting the garden, moving a few boxes, finally painting that one wall. They're not hard. They just never feel urgent enough to bump to the top of the list, so they sit there for weeks.
SOLUTION
The campaign says that plainly: small jobs count too, no bigger justification needed. Rather than one hero execution, it's built as a small system that runs consistently across formats — carousel, static posts, Reels, and Stories — all sharing the same navy-and-white visual language and a handful of recurring lines ("Still on the list," "Small jobs count too," "Done Tuesday") so it reads as one campaign wherever someone encounters it first.
DESIGN DECISIONS
Most of the system is pure typography — task, then status, back to back, with no imagery. One static post breaks that pattern on purpose, using a real photograph of someone actually doing the job, so it earns its place rather than just decorating the post.
The two reels take deliberately different approaches to the same idea: one is fast, type-only cuts pulled directly from the carousel's own lines, while the other uses real footage of a wall being painted, with copy written as a single thought that unfolds gradually across the shots rather than repeating a line on every cut. Stories stays intentionally open, with no specific task named, so it can sit between the two Reels without needing to pick a side.
NOTE:
Self-initiated concept project. All creative strategy and design by Fariha Iqbal. Not produced in partnership with Airtasker or its agencies.
