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A seasonal performance creative series developed for Fenvio, a DTC beauty brand targeting women 55+. After 400+ creative iterations, testing showed that this audience responded better to short, instantly clear hooks, direct offers, and easy-to-process visuals than to complex conceptual messaging. For Halloween, I translated that insight into bold seasonal statics built around the product, offer, and scroll-stopping visual themes. My role covered creative direction, concepts, AI visuals, copy, and final ad design.

The 55+ finding tends to get read as a comprehension thing when it's closer to patience — that audience has four decades of advertising behind them and quietly discounts anything that makes them work for the offer. Which is why letting BUY 1 GET 1 FREE carry every frame holds...