Casey Fallon

Casey Fallon · Creative Director at brand.co

Curiosity,
put to work.

I look for the opportunity in what customers and performance are telling us, choose the creative direction, and lead the work through making and testing.

Explore the work

01 — Work

cpap.com, Casper and Fresh Clean Threads. Made with client teams and brand.co collaborators.

Selected work. Specific decisions.

cpap.comwith brand.co

Turning discovery into a creative program.

We knew travel CPAP sold. I tested across products, motivations and creative approaches to understand how much further we could take it—and what to build next.

Developing a winning direction. Finished AirMini hand-float variations from a broader testing program; historical offers.

The motivation

Take therapy anywhere, without breaking the sleep routine people rely on.

The decision

Use the response to decide what deserved more development. The premium hand-float direction gave AirMini a way to express freedom. We built on it while continuing to explore other devices, product presentations and customer stories.

My role Creative strategy, testing direction, positioning and creative development, with the brand.co team.

AirMini “Travel anywhere.” AI-made video.
Transcend Micro travel CPAP ad: a pink Transcend Micro sits beside a person reading outdoors among palm leaves. Headline: Palm sized therapy anywhere you sleep. Includes a historical sitewide offer.
Transcend Micro “Palm sized therapy anywhere you sleep.”

Across products and formats: AirMini video and Transcend Micro static. Selected creative from the broader program, not a complete record of testing. Offers shown are historical.

How the program developed

  1. Start from known demand.

    Travel CPAPs were already strong sellers. I carried earlier learning into broad testing across devices, motivations and presentations—including devices held in a hand and shown on their own. With many customers unaware a travel option existed, the first job was to show them it did, then give them a reason to care.

  2. Make the device feel like freedom.

    Testing kept pointing past features to the motivation: take therapy anywhere and keep sleeping well. For Black Friday I tested a premium beauty shot with the device floating above a hand. It made plain white plastic feel desirable, and it became a standout.

  3. Keep the winner under test.

    The hand-float direction produced repeatable successes, but individual executions did not all behave the same way. I read the response alongside the offer, timing and format, then used it to guide variants, challengers and new bets across products.

  4. Carry the motivation further.

    The same motivation moved into directed UGC and AI-made video: real testimonials for proof, demonstration for clarity, humor to make therapy feel approachable. With the brand.co team, it extended into a travel-hub landing page and campaign.

Casperwith brand.co

A reason to buy beyond the sale.

Broadening promotion-led creative into a sustained mix of evergreen work and major sale campaigns.

What makes someone need a new mattress?

A sale can give someone a reason to act now. I wanted the creative to give them reasons to want a new mattress—and to choose Casper.

When I began leading creative in January 2026, promotions dominated the mix. I helped expand evergreen work around customer needs—sleeping hot, concerns about pain, and everyday comfort—alongside the major sale campaigns.

Evergreen contributed during major sales and led reported return in several smaller promotional periods.

How the media mix changed

I began leading creative in January 2026.

Before

January–September 2025

After

January–September 2026

  • Evergreen
  • Promotion
  • Other, including catalog
Share of Meta sales-campaign spend, not the number of ads produced. Matched calendar periods from the October 2026 review. Values omitted; the mix reflects creative and media decisions made with the team.

More reasons to choose

  • Hot sleepers
  • Sleepers concerned about pain
  • Everyday comfort and support

Customer needs gave the evergreen work its direction, alongside the promotional calendar.

What the performance review showed

Reported return on ad spend · selected smaller-promotion periods

EvergreenPromotion
March Savings
Spring
Stay Cool
June Savings
Back to School
September Savings
From the October 2026 creative review. Markers show which approach led, not by how much. Selected periods with matched dates and reporting settings; audiences could differ. These comparisons do not isolate creative effects.

My role Creative strategy, interpreting performance with the brand.co team, and guiding creative and testing. Developed with the Casper and brand.co teams.

Fresh Clean Threads

Give another T-shirt ad a reason to matter.

A recognizable person or situation first, then somewhere for the product to land. How people responded shaped the next concepts and briefs.

Fresh Clean Threads ad: a smiling man in a white T-shirt and jeans gives a thumbs-up against a blue studio backdrop. Headline: We’ve got great tees. Line: Pair with any jeans you have.
“We’ve got great tees.”
“We’ve got great tees.” — Video.
Fresh Clean Threads ad: a butcher in a black T-shirt and apron leans on his shop counter, smiling. Headline: Tough guys need soft tees. Includes a historical first-order offer.
“Tough guys need soft tees.”
Fresh Clean Threads ad: a man in a grey T-shirt fires a T-shirt cannon in a backyard. Headline: The best tee shirt, with a hand-drawn note: Makes you look jacked. Includes a historical first-order offer.
“The best tee shirt.”

My role Concepts, design and ongoing direction across static and video, with FCT’s internal team, production coordinators and brand.co media buyers.

Selected work from the existing portfolio. Offers shown in historical artwork are not current promotions.

02 — About

Casey Fallon smiling at the camera, wearing a dark button-up shirt over a white tee against a plain light background.
Casey Fallon

I like figuring things out.

Especially when there’s something worth making on the other side.

I came to this through illustration and design. I still care about the line, the image and the detail that makes you stop.

As Creative Director at brand.co, I lead creative strategy and direction with client teams, designers, editors and media buyers: turning customer understanding into creative, then using the response to decide what comes next.

AI is part of how I research, make and test. I’m also building AI-assisted workflows that keep the reasoning behind the work available to the team, in collaboration with engineering.

03 — Contact

Something worth figuring out?

I’m always interested in a good creative question.

Creative work with brand.co

casey@brand.co

A conversation with me

cfallondesign@gmail.com

Find me on LinkedIn