Challenge
We needed to test different ad formats to see what drives the best viewer retention and engagement on paid marketing channels. Instead of sticking to one rigid style, the goal was to experiment with different visual hooks, pacing, and concepts within our brand identity to find what resonates most with the audience.
Approach
I handled the end-to-end creation - from scripting to final video execution - for this collection of experimental ads, defining the visual direction for each asset completely on my own.
UI and Product Testing: Created variations showing detailed, full product screens to test technical appeal, contrasted with highly simplified interfaces to see if a cleaner look improved immediate clarity.
Humanizing the Brand: Integrated real footage of maintenance technicians into specific ad variations to add a human element, testing story-driven hooks against purely feature-focused layouts.
Motion and Pacing Variations: Experimented with different animation densities, creating fast-paced, motion-heavy clips to capture attention early, alongside slower, more relaxed edits focused on information delivery.
Full Creative Autonomy: Developed the visual assets from scratch, ensuring a wide variety of styles while keeping the core brand recognizable.
Result
This collection gave the marketing team a diverse library of creative assets to run effective tests on paid channels. By tracking user retention across the different styles—from technical UI videos to humanized, story-driven formats - we gained clear data on which specific hooks and pacing work best to keep different audience segments engaged.
Softwares/Tools used:
After Effects • Figma • Premiere Pro • Magnific Spaces • ElevenLabs • Blender 3D
