OPS-03 // VIDEO8 weeks
Halftime Studio
Brand film + cutdowns drove a 6× hero spot CTR vs control.
VideoAds
01Situation
The problem
Halftime had a generic explainer running across paid. It was technically fine and emotionally invisible. Their CTR was the floor of their category.
02Playbook
The approach
- 01Wrote and directed a 60-second hero brand film with two acts and a single, memorable visual hook.
- 02Cut 14 derivative assets — 6s bumpers, 15s mid-funnel, 30s prospecting — all built off the hero's beats.
- 03Ran a structured A/B against the existing creative for 21 days.
03Result
The outcome
6.1×CTR vs control
+47%Watch-through (3s+)
-22%CPM (better placements)
The hero film became the only ad they needed to A/B against for the next two quarters. We built a creative ceiling, not a one-off.
04More operations