Case Study · Creative Strategy
CNTRL+
Translating brand strategy into scalable paid media creative — before a single asset went into production.
Category
Creative Strategy Paid Media
"Before a single asset went into production, the work needed a strategic architecture — a framework that would give the creative team clarity on what to make, why, and for whom at every stage of the funnel."
01

The
Challenge.

The Problem
CNTRL+ was preparing to enter one of the most difficult categories in consumer marketing: a trust-sensitive, stigma-adjacent health space with deeply entrenched incumbents. Paid media couldn't just drive impressions. It had to do the harder work of building credibility, normalizing conversation, and moving a skeptical audience through a real decision funnel.
The Solution
With a limited startup budget and a proof-of-concept mandate, every asset needed a reason to exist, a clear job to do, and a defined place in the funnel. There was no room for waste — so before anything went into production, the strategy needed to be locked into a framework the creative team could actually use.
The intersection of brand strategy, audience psychology, product attributes, channel behavior, and creative execution — all mapped into a single, scalable document before a single creative hour was spent in the wrong direction.
02

The Creative
Matrix.

Framework
Two Objectives.
One Architecture.
Education & awareness at the top of funnel. Action & purchase at the bottom. Every concept type, channel, and asset mapped to one or the other — no ambiguity.
Scale
24 Videos.
Multiple Formats.
The matrix covered Google Demand Gen, Performance Max, YouTube, Meta, and additional channels — each with platform-specific creative specs and funnel-stage intent.
Outcome
Zero Guesswork
for Creative.
A single document eliminated ambiguity — every asset built with intention, optimized for its platform, and accountable to a specific funnel objective.
03

My
Impact.

I built the creative matrix from the ground up as a strategic tool — requiring simultaneous thinking across brand strategy, audience psychology, product attributes, channel behavior, and creative execution.

The framework gave CNTRL+ a scalable, channel-specific creative infrastructure at the moment it needed it most: before a single creative hour was spent in the wrong direction.

Stakes
Misaligned messaging at the top of funnel could reinforce stigma rather than disrupt it. Poorly briefed assets at the bottom could drive clicks without conversion.
Deliverable
The matrix was designed to prevent both — translating brand and business strategy into something a creative team could actually use under deadline.