Rover

Creative Direction, Pitch Development, Campaign Ideation, Video Concepts, Copywriting, Scriptwriting, Storyboarding

Helped lead the Incubeta pitch and creative direction for Rover's high-volume CTV and social video content, designing a modular creative framework to maximize message testing while ensuring all creative aligned with brand guidelines and client objectives. This strategically creative system enabled the efficient and scalable production of 136 video assets built around three key focus areas (ease & convenience, trust & safety and service specific), each with 5–7 distinct RTBs. The framework successfully reduced production costs and time by allowing for the seamless swapping of footage, voiceover, graphics, and text, allowing Rover to isolate performance insights for each RTB.