Warrior Willpower sells premium home recovery equipment hyperbaric chambers, ice bath chillers, and portable steam saunas. I joined as the designer on a creative team, responsible for turning a detailed strategic brief into a full suite of top-of-funnel paid social ads across Meta placements.

The products sit in a high-ticket category where trust, aspiration, and perceived value all have to land in the first two seconds. That set the tone for every decision I made.

The brief wasn't just 'make it look good' each ad had a defined persona, a specific awareness stage, a psychological angle, and a visual direction. Before touching Photoshop, I spent time mapping out what each ad actually needed to do.

An ad targeting a performance athlete has a completely different job than one targeting a partner shopping for a Valentine's Day gift. I treated each brief like its own mini creative problem, not just a template to fill in.

This was a full-funnel paid social campaign for Warrior Willpower's infrared sauna line covering three products at different price points and a wide range of buyer personas, from cold audiences who'd never considered a home sauna all the way down to bottom-of-funnel closers ready to pull the trigger.

I handled the design side as part of a creative team, building each ad in Photoshop across multiple aspect ratios for Meta.

What made this campaign interesting was the funnel depth. TOF ads had to create desire from scratch some people had never once thought about owning a sauna. MOF ads had to handle objections and build credibility. BOF ads had to close people who were already convinced but hadn't crossed the line yet.

Each stage needed a different emotional register, and I had to understand that before I could design anything. I mapped the full funnel first identifying which ads needed curiosity and pattern interruption, which needed authority and comparison, and which needed warmth and social proof to seal the deal.