Most brands still treat ads like on e-size-fits-all. But the same creative idea needs to behave differently on every surface. For This ecommerce brand’s Black Friday campaign, I built one unified concept, then adapted it for three different realities: 🖥 Web banner (wide + anchored visual hierarchy) 📱 Feed ad (eye-level emphasis, quicker CTA) 📲 Story ad (vertical, immersive, minimal distraction) The goal wasn’t just “fit the size,” it was “fit the moment.” Good design scales, but great design adapts without losing voice. If your brand needs creative that stays consistent across every format — from web to social, let’s build it right.