Creative built
to perform

For the wind jacket I built five ways into the same product, then ran the same set across a broad AU audience and a cold-climate control — so I could read the response without changing everything at once.

Motion

Video earned the most attention — but the carousels and detail-led executions converted more efficiently.

As spend increased, response thinned. Link CTR fell from 1.45% to 0.80%, ROAS moved from around 21× to 14×, and frequency on the leading ads approached four — together, a signal that the creative may have been tiring.

I didn't start the next launch from zero. I kept the creative structure that had worked, then rebuilt it around Hyper — new product, imagery and message.

The same creative structure carried into Hyper, where new product creative maintained double-digit ROAS at a low-teens CPA — and gave me a repeatable starting point for the next round of work.

The asset that wins attention isn't necessarily the one that wins the sale.

Across three campaigns, video produced stronger attention signals while static and carousel creative converted more efficiently. They weren't controlled format tests, so I don't treat it as a rule — but it changed how I read creative performance.