The existing ad library leaned heavily on static and standard video. I introduced GIF and animated formats during key promotional periods. The GIF ad generated approximately $174K in purchase value at 2.87 ROAS. The animated ad delivered over $75K at 3.9 ROAS.

In parallel, I raised the brief standard — voiceover direction, reference assets, execution notes detailed enough that production didn't ask clarifying questions. The brief structure influenced how the rest of the team built theirs.