cpap.comwith brand.co
A bestseller was the starting point.
Travel CPAP was already selling. The opportunity was to understand what could make more people consider it.
Take therapy anywhere. Keep the sleep routine.
Testing across products, messages and visual approaches sharpened the direction: lead with the freedom to take therapy beyond home.
A premium hand-float execution became a repeatable performer—and a starting point for further testing across imagery, UGC, video and landing-page work.
Selected work from a broader testing program. Offers shown are historical.
My role Creative strategy, concept development, art direction and ongoing testing—with the brand.co and CPAP.com teams.
How the program developed
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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.
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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.
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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.
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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.
