RoleS and responsibilities

Client

WayBetter

Client

WayBetter

Client

WayBetter

Role

Creative Director

Role

Creative Director

Role

Creative Director

Freelance creative director working on brand identity and ad performance. Performance IC role as creative director, illustrator and animator.

Team

Chief Product Officer

Ben Kim

Chief Product Officer

Ben Kim

Chief Product Officer

Ben Kim

Design Director:

Randy Beringer

Design Director:

Randy Beringer

Design Director:

Randy Beringer

Marketing Designer

Davide Illiano

Marketing Designer

Davide Illiano

Marketing Designer

Davide Illiano

WayBetter

Boosting creative and adding quirk

Ad creative needed a boost

Stock photography and video provided inconsistent metrics well short of business goals at $150 CAC, short of the $50 target.

Would animation help ad performance?

I was brought in because I'm a creative director that can also illustrate and animate. While refreshing the brand I'd create some bold new concepts.

Testing Quirk

Because ad creative optimization was the priority, I started concepting, illustrating and animating ads weekly for testing. Ad creative that showed promise would remain live while poor performers would be pulled.

Feature the right foods

Context: Cove is dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad

Quirky representation

The quirkier the better. The illustrated library featured fun people doing fun activities.

Integration

The brand library was integrated across the WayBetter ecosystem.

Results

By the end of the project, WayBetter now had a formula for consistent success and efficiency in its ad creative. I illustrated a full library of quirky characters, props and foods that I helped integrate into the WayBetter app and website.

10x Boost in acquisition

The CPO reported that our creative across ads, app and website resulted in a net 10x increase in user signups.

5x Reduction in CAC

Within four months of running our animated ads, we surpassed the business goals, hitting a $30 CAC. The quirky animated ads were indeed resonating with the audience.

Brooklyn, NY