Casey Fallon — Creative Director

"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→7.6×

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.

"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

Assets

Solo

Execution

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.