Creative Director

Most people read ROAS.
I read the whole creative.

Hook, dwell, intent, chatter — the numbers everyone skips. I find the ads worth saving, the messaging worth scaling, and the whitespace worth owning.

See the work
64+
Strategy audits
25+
Brands directed
1,700+
Ads designed in 2025
6+
Years leading creative

Work

What I found. What I did.

"Lifestyle-first visuals. Value messaging in the second half."

Fresh Clean Threads — The pattern that ran for 12 months

Featured: The Ad Everyone Would've Killed

Sydney Sweeney was trending. I moved fast.

American Eagle's campaign was everywhere. FCT had a shoot sitting at 0.21 ROAS. I reworked it in hours to ride the wave. Same assets, new angle. The result: 7.6x ROAS on a 7-day click basis. Lemon into lemonade.

0.21→7.6x
ROAS Lift
32%
Hook
29%
Dwell
161
Chatter

Fresh Clean Threads

I found the pattern. Then I scaled it.

What I Built

A diagnostic layer that surfaced what was working and why. Hook scores, dwell time, intent signals, comment sentiment. The Butcher ad validated the pattern: $100K+ spend over 4 months, 1.26% CTR, 66 shares. People don't share ads unless the ad has a point.

What Happened

700+ ads designed in partnership with FCT's internal team, production coordinators, and our media buyers. Monthly video productions alongside the static work. The creative ran 12+ months without fatigue.

The Pattern

Lifestyle-first visuals. Value messaging in the second half. Let them see themselves in the product before you ask for the sale. This wasn't a guess — it emerged from reading the data beyond ROAS. The best performers had dwell time, had shares, had comments that weren't spam. I documented the pattern, taught it to the team, and watched it hold for a year.

WeveGotGreatees
Butcher
BestTee

"98% promotional creative. For a mattress."

Casper — What I walked into

Featured: AI-Native Production — Concept to Hero in 10 Hours

Same eye. Faster hands.

The Goldilocks campaign wasn't about AI for AI's sake — it was about proving a concept fast. I wrote the scripts, generated the images, assembled the video, and built the static variants. Solo. Higgsfield AI, Photoshop, After Effects. The diagnostic lens I use manually? I've encoded it into AI workflows. Same thinking, more output.

10 hrs
Concept to Hero
7+
Assets Delivered
Solo
Execution
AI
Augmented

Shown for portfolio purposes only. This creative demonstrates AI production capabilities and is not representative of Casper brand guidelines.

Casper

I changed the ratio.

The Problem

Before I onboarded, the account was 98% promotional. Discounts, sales, urgency — for a considered purchase like a mattress. No angle testing. No message variety. No story. Just promos in a category where everyone's running promos.

The Strategy

Built a testing framework around angles, not offers. Whimsy over serious. Storytelling over features. Created funnel-stage creative — brand storytelling at TOF, education at MOF, offers at BOF. The Goldilocks campaign proved the concept: you can move fast and still move smart.

The Approach

I lead Casper's paid media creative direction, working alongside their design team, marketing coordinators, and our media buyers. I use AI to accelerate production without sacrificing strategic thinking — writing briefs, generating concepts, and building workflows that encode my methodology. The broader output is collaborative. The lens is mine.

Goldilocks - Doorstep
Goldilocks - Bearpaw Review
Goldilocks - Hot/Cold
Goldilocks - Sleep On It

Strategy

The work before the work.

Before the pixels, there's the lens. Every engagement starts with the same four questions — applied to creative, funnel, and market. The answers shape everything that follows.

01

What's winning?

Not just ROAS. Hook rates, dwell time, intent signals, comment sentiment. The patterns that reveal what's actually connecting — and why.

02

What's losing?

Spent without return. High impressions, low action. Sometimes the asset. Sometimes the angle. Sometimes the audience. I find which.

03

What's missing?

Funnel gaps. Format gaps. Message gaps. The creative you don't have is often the creative you need. I find the whitespace.

04

Where does it break?

Click but no cart. Cart but no checkout. Is it the creative or the landing page? I trace the drop to find the fix.

This framework has shaped strategy for 25+ DTC brands across apparel, CPG, sleep, healthcare, and more. The questions stay the same. The answers are always specific.

Your hook is fine.
Your ad has no point.

If you can't explain why it worked,
you can't repeat it.

Volume without insight
is just noise.

Casey Fallon
LinkedIn
casey@brand.co cfallondesign@gmail.com Hillsboro, OR

About

I read the whole picture.

Casey Fallon. Creative Director at brand.co. I lead creative strategy for 25+ DTC brands — not just the ads, the whole picture. Catalog, positioning, messaging, market.

Illustration background. Trained eye. I learned to see why an image works before anyone explains it: composition, hierarchy, the thing that makes you stop. Now I apply that to ads. They have three seconds to land.

I'm direct. I don't pad decks. If it's broken, I'll tell you. If it's working, we scale it.

How I Work

Strategy before pixels. I lead creative strategy and direction with multiple clients, working hand-in-hand with client teams, production coordinators, and media buyers. Execution is always a team effort.

Off the Clock

Craft beer. Hiking. Paddleboarding. Too much coffee. The Simpsons (classic era only). And Sabo — my cat, who has never once asked about ROAS.

Contact

Want to work together?

You work with brand.co. Great people, real talent, and we'd be excited to hear from you.

casey@brand.co cfallondesign@gmail.com