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Josiah Damilare
Performance Designer for B2B and SaaS Teams | Ads & LPs
Ready for work
Josiah is ready for their next project!
Props: LinkedIn Campaign Rebuild (Spec)
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DOJO AI: EPAC Ad Campaign (Spec)
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Notch: Ad Campaign + Landing Page (Spec)
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A homepage is one of the worst places to send paid traffic.
One mistake I see companies make all the time is spending a lot of money getting people to click an ad, only to send them straight to the homepage.
Imagine clicking on a Netflix trailer for a movie that looks amazing. You're excited, you hit Play... but instead of taking you to that movie, Netflix drops you on the homepage.
Sure, the movie is somewhere on the platform. But now you're the one searching through categories, recommendations, and thumbnails to find the very thing you clicked for in the first place.
That's exactly what many landing pages feel like.
Your ad and your landing page should tell the same story. An ad is built around a single promise, so when someone clicks it, the landing page should immediately continue that promise instead of asking visitors to navigate your website and connect the dots themselves.
One of my favorite landing page principles is simple: Give people what they came for as quickly as possible. Every extra second they spend figuring things out is friction, and friction is one of the easiest ways to lose a potential customer.
For this speculative Notch (https://www.linkedin.com/company/notchapp/) campaign, every ad revolved around one promise: resolving customer support tickets. Running those ads to the homepage wouldn't make much sense. The homepage has to explain everything Notch (https://www.linkedin.com/company/notchapp/) does, while the ads are only making one promise. That's why I designed a dedicated landing page focused entirely on ticket resolution, allowing the message from the ads to continue seamlessly instead of starting over.
In my next post, I'll break down how I developed the ad campaign using my EPAC framework and why each creative plays a different role in the buyer journey.
If you'd like to explore the full campaign, I've left the link in the comments.
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I created a complete B2B commercial using Envato's AI creative toolkit.
The idea?
A sloth resolving customer support tickets. 🦥
The hard part wasn't generating the assets.
It was making the creative decisions.
The storyboard didn't tell the story.
The phone faced the wrong direction.
The sloth kept pressing the button with the wrong hand.
I regenerated that one scene more times than I'd like to admit.
Eventually, I stopped trying better prompts and simply marked the image with a ❌ and a ✅.
That solved it.
This project reminded me that AI can generate almost anything.
But it still doesn't know when the composition feels off, when the story isn't landing, or when a tiny detail breaks the idea.
That's still our job.
For this challenge, I used Envato as my primary creative toolkit to build the entire commercial, from storyboarding and image generation to video, voice over, music, and sound design.
The final ad is only half the story.
The other half is every creative decision behind it.
That's what Human by Design means to me.
Thanks, @Envato!
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Had the chance to collaborate with George Terry (https://www.linkedin.com/in/georgerterry/) on these winning ad concepts, and I learned something I'll carry into every project going forward.
Clean, minimalist design isn't boring when the idea is strong.
The best performing ads don't always rely on complex visuals. Often, the hook is in the copy, while the design creates the space for that message to land.
Working on Obsurvant reinforced that lesson for me. Sometimes, less really does communicate more.
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I had the opportunity to collaborate with George Terry (https://www.linkedin.com/in/georgerterry/) on these winning ad concepts, and it was a genuinely great experience.
One of my biggest takeaways was seeing just how powerful clean, minimalist design can be when it's paired with strong creative copy.
In B2B, the hook doesn't always come from flashy visuals. More often, it's the message that makes people stop scrolling. The design's job is simply to amplify that idea, not compete with it.
I think that's exactly what makes the Obsurvant brand work so well. Simple visuals. Sharp copy. Clear thinking.
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I was in the middle of auditing Impactable's homepage because I felt it could convert better.
The strategy was done, and the redesign was already mapped out. Then, right before I started the design execution... I came across Wonder's design challenge. Perfect timing.
Instead of jumping into Figma like I normally would, I thought...
"Why not put Wonder through a real B2B project?"
This wasn't a concept or a fake landing page, It was a real redesign I plan to pitch to the company.
As a Performance Designer for B2B and SaaS teams, my job isn't just making things look good. It's auditing websites and ads, finding conversion gaps, building strategy, and turning those decisions into landing pages that drive results.
The strategy is the fun part, but the execution is usually the slow part.
So I let Wonder take over that stage.
Instead of spending days designing every section from scratch, I used Wonder to bring my ideas to life, one section at a time, while I stayed focused on the creative direction. The experience felt like having a UI Designer do the execution work for me.
The result was incredible. A project that would normally take me around 10 days was ready in just 3. That's 70% of my time back.
Less time pushing pixels. More time solving real business problems.
Here's the Wonder file if you're curious to see how it came together:
🔗 https://app.wonder.so/josiah-damilare/files/019f2a19-450b-7a87-a138-86ee0a065ec0
And here's the first deployed version:
🚀 https://impactable-web-build.vercel.app/
Huge shout out to the Wonder team for building something that fits the way I already work instead of asking me to change my entire workflow.
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Rebuilding Props (https://www.props.co)' LinkedIn Campaign Through a Demand Generation Lens
Props is a B2B platform helping brands scale through creator led media. Their positioning is built around a simple belief: people trust people more than they trust brands. Inspired by their unique approach to advertising, I challenged myself to explore how their LinkedIn campaigns could better reflect the personality, storytelling, and visual identity already present across their website.
Using my EPAC Demand Generation Framework (Educate → Proof → Authority → Convert), I rebuilt the campaign into a four ad series where each creative served a specific purpose in the buyer journey.
Ad 1 • Educate
Rather than introducing Props immediately, the first ad challenges the audience's existing beliefs about advertising. I used a familiar internet meme to show why creator led content naturally earns more attention than traditional ads, making the message instantly relatable.
Ad 2 • Proof
Instead of relying on a performance metric alone, I transformed a 28% average CPM reduction into a visual story. A confident tightrope walker became a metaphor for trust, demonstrating that when audiences trust the story, advertising becomes more efficient.
Ad 3 • Authority
To position Props as the category expert, I created a simple visual comparison between traditional product marketing and creator led storytelling. The product stays the same, but the way it's presented completely changes how people connect with it.
Ad 4 • Convert
The final ad turns interest into action by visualizing the Props growth process. Rather than using a standard call to action, the creative explains how creator media compounds into measurable business growth, making the final conversion feel natural and earned.
Key Takeaways
Align your ads with your brand experience. Your ad should feel like the first page of your website.
Lead with emotion before explanation. People feel first, then think.
Build demand in stages. Educate, prove, establish authority, then ask for the conversion.
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AD Designs for DOJO AI. We structured the campaign using the EPAC system (Educate, Proof, Authority, Convert), creating a full funnel of touchpoints:
Educate (Awareness): Teach the audience about marketing blind spots and DOJO’s “signal” philosophy.
Proof (Validation): Share compelling data and results (e.g. performance improvements) to build credibility.
Authority (Trust): Leverage third-party endorsements and user quotes to show DOJO is trusted by experts.
Convert (Action): Use clear calls-to-action inviting prospects to engage (demos, trials).
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Had some fun working on these two ad variations. AI search is changing the game, and these creatives show exactly how.
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For this case study, I chose Notch (https://www.linkedin.com/company/notchapp/) because I genuinely like what they’re building. AI that actually resolves customer support tickets, not just responds with scripted replies. Real automation that removes friction for both teams and customers. It’s also great seeing companies like Outset (https://www.linkedin.com/company/outset-ai/) AI using AI to fix customer frustrations in smart ways. That’s the kind of product I enjoy designing for.
So I started with one clear message and adapted the execution based on behavior. On the square feed (1:1), I kept things balanced and clear since users scroll casually and will read a short sentence.
On the 4:5 vertical feed, I reduced the copy and went bigger visually because the format dominates the screen and needs impact more than explanation.
On the 9:16 portrait format for Reels and Stories, I made the text extremely short, used oversized typography, and intentionally left space at the bottom so interface elements like the profile name, like, comment, and share buttons don’t cover important details.
For the wide 3:1 web banners, I treated them like billboards and kept everything bold and minimal so one promise and one clear CTA can land instantly.
Same message, different execution. That’s how you design for performance, not just for looks.
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Overview: Flow turns spoken thoughts into structured writing. The real challenge wasn’t awareness, it was belief. Most people assume the problem is their thinking, when in reality, it’s their expression layer. So instead of explaining the product, this campaign visualized a single truth: Your ideas are already good. They just don’t come out that way.
Insight: People think faster than they can type. Studies show speech is up to 3x faster than typing, yet most communication still depends on typing. At the same time, over 70% of professionals struggle to express ideas clearly in writing. This creates a frustrating gap between what people mean and what people read.
The Strategy: Every ad in this campaign visualizes a transformation. Not features, not UI, but a visible shift from messy to clear. I focused on contrast, familiarity, and real-life tension. The goal was simple: make people see themselves instantly.
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