Featured Ad Formats
A technical and visual breakdown of cross-platform campaign production.
Ads that had to work, at volume, on a deadline
I've worked at every stage of this: first concepts, prototypes, and then the unglamorous part where you ship forty versions of something for a global brand by Friday. Depending on the job I was art directing it, building it, or both.
A lot of the work I'm proudest of here is under NDA and can't go on a website: pitch material, internal product demos, and sales decks for IP that hasn't been announced. What's below is the cleared, publicly facing stuff.
Most of this job is protecting an idea on its way through a system that doesn't care about it. Ad serving has hard limits: file weight, load order, what a platform will and won't allow. The concept has to survive all of it and still be the concept.
So I spend the time where that happens. In the room with engineering, in the pitch with the client, and sat with a junior designer working out why the thing that looked great in Figma weighs 400k.
Design for the scroll, not the gallery. Nobody opened the app to see your ad. That's the starting condition, and pretending otherwise is how you get work that wins awards and gets skipped.
So an ad has about a second to be useful or be worth looking at. Usually that means fewer elements, a much bigger idea, and a call to action you can't miss by accident.
Display Ads
Static Banners
High-performance foundational creatives designed to cut through noise. Focusing on striking typography, immediate product recognition, and airtight hierarchy to drive CTR across standard IAB sizes. Often templated for rapid versioning and localization at scale.
Interactive Campaigns
Rich Media
Pushing the boundaries of the browser. These highly engaging formats involved embedded video, interactive gamification, expandable elements, and dynamic data feeds designed to capture extended interaction times beyond standard impressions.
In-Feed & Embedded
App Native Ads
Designing seamlessly for the scroll. These units were engineered to integrate flawlessly into existing platform UI, mirroring organic content structures while maintaining strict brand compliance and delivering clear, unobtrusive value to the user.
Streaming Environments
Pause Ads
Capitalizing on high-intent moments. When users pause video content, these non-disruptive, highly targeted overlays take over. The design challenge lay in delivering instant context clarity within the critical 3-second window of attention.
