At Buffy, I led concept and narrative for our growth marketing team. Ideation was anchored in iterative testing and performance insights with the goal of increasing thumbstop, engagement and eventually conversion. Dark-post DTC ads look and feel the same so I created a work flow called Ad Experiments that allowed the team to explore and test new interventions (low spend and low risk). This process upcycled our modular video concepts into new pieces.

I came up with narratives and visual treatments across video and static ads (FB/IG feed, IG Stories) that borrowed from pop culture –– recontextualizing our brand messaging in quirky, colorful ways. I shared monthly briefs with the creative team (inclusive of copywriter, designers and editor) for execution and testing. (See below for fun examples.)

Role: Creative direction, visual concept, briefing, process QC.

The Captcha

Feed Hacking

The Grid Cam