Rover Modular Video Narratives

Role: Pitch Development, Concepts, Storyboarding, Creative Direction, Copywriting, Scriptwriting

Challenge
Rover asked Incubeta for a video framework for CTV and social that could be localized, tested, and optimized. The objectives were to design a system flexible enough for rigorous A/B testing across multiple audience segments, minimizing production time and costs, and ensuring the brand’s emotional core remained intact as the work scaled.

Solution
We engineered modular creative that allowed for seamless swapping of graphic elements, text, video footage, and voiceover segments. Beyond concepting, storyboarding narrative flows, and writing scripts, I partnered closely with art directors and designers, providing guidance to ensure every visual choice was strategically intentional. 

Impact
Our system supported testing three core messaging pillars, isolating up to eight different Reasons to Believe (RTBs) per pillar, and enabling the efficient and scalable production of 136 video assets. The framework also created a sustainable path for data-driven optimization while keeping the brand's integrity centered throughout the campaign.