Independent portfolio concept using public brand assets. It was not commissioned by, produced for, or affiliated with Opalènne, and it is not backed by account-side performance data.

Creative development becomes difficult to read when the message, visual metaphor, layout, placement and motion all change together. This study shows a narrower operating model: define one question, hold the baseline steady, and make each future account-side test isolate one predefined variable.

Can outcome framing and scientific-authority framing be evaluated as separate hypotheses without changing the product treatment, recognition hierarchy and format at the same time?

Two message routes were structured as separate hypotheses. Public data does not establish winner status. The purpose is to make an eventual account-side comparison easier to interpret.

Three copy variations retain the same central metaphor, product treatment and recognition hierarchy. Across the set, wording, copy density and response framing vary. They are concept routes, not a one-variable test matrix; any account-side test would need to isolate one predefined variable before launch. These are proposed learning units, not reported performance results.

The 4:5 and 9:16 adaptations preserve the same reading order and product recognition. This limits format-driven production variation; it does not prove delivery, scaling readiness or performance stability.

The static structure is prepared for a possible motion extension only after an account-side read supports continuing that route. Motion is a production change, not evidence that the hypothesis is stronger.

Unused directions remain documented because they introduce a different message or visual system. Exclusion keeps every interesting idea from becoming a test at the same time.

My role is to turn available creative evidence into a testable question, name the variable, set the production constraints and define what still requires account-side validation. The output is pre-test decision context for creative production; any performance readout must come from account-side measurement.

Creative Test Design — hypothesis, production constraints and account-side validation boundary. Creative Validation Sprint — one variable, controlled build and decision handoff.

This study documents process and creative execution. It does not report spend, CTR, CPA, ROAS, conversions, a validated direction, a winning route or a scaling outcome.

This is an independent portfolio study using public brand assets. It was not commissioned by, produced for, or affiliated with Opalènne.