DOJO AI: EPAC Ad Campaign (Spec)

DOJO AI is a B2B SaaS marketing platform that helps teams cut through noise and focus on the signals that actually drive growth. For this speculative project, I designed a complete ad campaign structured around my EPAC demand generation system, creating a full funnel of touchpoints that guide prospects from first impression to conversion.

The challenge with marketing a marketing tool is that the audience already thinks they know everything about marketing. The campaign had to break through that assumption and show them something they hadn't considered.

Marketing platforms face a unique positioning problem: their target audience is marketers. These are people who see hundreds of ads per day, who understand exactly how retargeting works, and who can spot a formulaic campaign from a mile away.

That means the creative can't rely on standard B2B playbooks. It needs to be smarter, more specific, and more honest than what the audience is used to seeing. Every design decision in this campaign was made with that skeptical, experienced audience in mind.

I structured the campaign using my EPAC system (Educate, Proof, Authority, Convert), where each ad creative serves one specific purpose in the buyer journey. Here's how each stage was designed and why:

The awareness ads teach the audience about marketing blind spots and introduce DOJO's "signal" philosophy. The goal isn't to sell the product; it's to make the audience aware of a problem they didn't know they had.

The design approach: these ads use bold, attention-grabbing visuals paired with provocative copy that challenges conventional marketing wisdom. The composition is designed to stop the scroll by creating a moment of cognitive dissonance. The audience sees something that contradicts what they believe, and that contradiction earns their attention.

The proof ads share compelling data and performance improvements to build credibility. Instead of just claiming DOJO works, these creatives show it through visual storytelling and real performance signals.

The design approach: data visualization is the backbone of these ads. But rather than presenting raw charts or dashboards, I translated the numbers into visual narratives that communicate the scale of improvement at a glance. The goal is that a prospect can understand the value in under 3 seconds, even while scrolling quickly.

The authority ads position DOJO as the trusted expert through third-party endorsements and user quotes. When prospects see that other marketers (people like them) trust DOJO, the decision to explore becomes significantly easier.

The design approach: these ads use a more editorial, testimonial-driven layout. The visual hierarchy puts the human element (the quote, the person, the company) front and center, with DOJO's branding playing a supporting role. This is intentional: at the authority stage, the prospect needs to trust the community around the product, not just the product itself.

The conversion ads use clear calls-to-action inviting prospects to engage with demos and trials. By this point in the funnel, the prospect has been educated about the problem, shown proof that a solution exists, and given reasons to trust DOJO specifically.

The design approach: these ads are the most direct in the series. The visual composition funnels attention toward a single CTA. The copy connects the value built in earlier stages to a specific, low-friction action. The conversion feels like the logical next step, not a cold ask.

Each ad in the series was designed to serve a specific role. The visuals, copy, and composition all shift depending on where the prospect is in the funnel:

Awareness ads are built to stop the scroll. They use contrast, bold typography, and unexpected imagery to interrupt the feed.

Proof ads are built to hold attention. They use data visualization and visual storytelling to keep the prospect engaged long enough to absorb the message.

Authority ads are built to build trust. They use social proof, editorial layouts, and human elements to make the prospect feel confident.

Conversion ads are built to drive action. They use focused composition, clear CTAs, and benefit-driven copy to make the next step obvious.

This is how demand generation campaigns should work: not one ad trying to do everything, but a system of ads where each one does one thing exceptionally well. The sum is greater than the parts because each ad earns the right for the next one to do its job.