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.