Phyla needed a steady stream of engaging, conversion-driven paid-ad content for Gen Z and Millennials dealing with acne.

Goal: Capture attention within the first three seconds

• Make complex microbiome science feel friendly and easy to understand

• Deliver multiple aspect-ratio versions for A/B testing

• Refresh ads weekly based on performance data

• Strengthen brand consistency across all paid media

Design Approach:

Each week, I met with the marketing lead to review engagement results and identify patterns in what performed well.

Key insights included:

• Short, direct hooks consistently performed better than longer intros

• Viewers preferred visuals that felt clean and soft rather than overly clinical

• Subtle 3D elements (glow, translucency, smooth forms) reinforced the microbiome theme without distracting from the message

• Rounded typography and open spacing improved clarity and trust

• A/B tests showed that strong contrast in the opening frame increased click-through rates

These findings guided how I refined new ad variations each week.