Building a Scalable Ad System at FIXD
It wasn't pretty but this video carried our ad budget for five years.
Context
FIXD wanted to bring marketing in-house, and the first challenge was proving we could build scalable, high-performing ads.
The starting point was a low-budget affiliate video that converted well but looked rough. My task was to rebuild it into something higher quality without losing the core message that made it work.
What I Did
I rebuilt FIXD’s top-performing affiliate ad from scratch into a modular long-form system that could be remixed, scaled, and tested for years.
- Directed, shot, and edited a full-length VSL built from five modular scenes
- Improved acting, visuals, and pacing while preserving the original structure and message
- Integrated live news footage, app VFX, and testimonials to build authority and social proof
- Paired the video with an advertorial-style landing page to replace the standard product flow
- Helped launch and scale paid campaigns, reaching $2M in ad spend in the first three months
- Led cross-functional initiatives connecting creative, product, analytics, and support
- Oversaw creative testing and produced 250+ variations over the next five years
Watch the full ad below.
Results
- Proved the model. The ad and landing page combo validated our in-house approach.
- Gave the team a repeatable system that became the backbone of FIXD’s marketing.
- Supported hundreds of millions in revenue over its lifetime.
- Set the foundation for how we structured every future creative test.
Why It Worked
The video didn’t try to be perfect. It told a clear story, built trust, and walked viewers step by step from problem to purchase.
It was built to convert, and because it was modular, it gave us a system we could iterate on for years.
The success of this project proved that in-house creative could scale. It became the blueprint for the marketing department that followed.
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Building a Marketing Department From Scratch
Built FIXD’s in house creative team from 2 to more than 15 people that supported $2 million dollars/ month in ad spend.
Building a Scalable Ad System at FIXD
One scrappy VSL that drove revenue for five years supporting $2M/Month in ad spend.
Delivering for a Craftsman Under Tight Deadlines
Produced, directed, and edited 25 explainer videos in under three months for Craftsman’s white labeled FIXD app.
Award Winning Explainer For Anthem Healthcare
Simplified complex healthcare plans into a clear and engaging story. Winner of ADDY Best in Show.
Performance Creative Examples
Direct response ads built with hypotheses, KPIs, and iterated into scalable systems that powered FIXD’s ad spend.
Web and Design Examples
Web builds, brand identities, and product design that balance clean visuals with performance and usability.
Video Examples
A cross-section of branded, educational, documentary, advocacy, and music video work showing versatility in style and industry.
Experience
2024 - Present
Independent Creative
Content Strategist & Freelance Creative | August 2024 - Present
• Produced video, social, and brand content for independent clients, including touring musicians and small businesses.
• Shot and produced music videos and live tour content for independent musicians, creating promotional assets and social campaigns under fast-paced conditions.
• Developed branding and digital infrastructure for an occupational therapy reading service, preparing the business for future launch and client acquisition
• Continued professional growth through independent projects and training with tools such as Unreal Engine, Adobe Creative Suite, AI tools.
• Shot and produced music videos and live tour content for independent musicians, creating promotional assets and social campaigns under fast-paced conditions.
• Developed branding and digital infrastructure for an occupational therapy reading service, preparing the business for future launch and client acquisition
• Continued professional growth through independent projects and training with tools such as Unreal Engine, Adobe Creative Suite, AI tools.
2018 - 2024
FIXD Automotive
Digital Creative Director | August 2020 - August 2024 (Reference From CEO Available)
• Helped build and scale FIXD’s in-house marketing department, starting from a two-person testing team
• Managed a five-person creative team and oversaw all content tied to $2M/month in advertising spend
• Directed and edited hundreds of performance ads, including a Video Sales Letter (VSL) that ran for 5+ years and supported 250+ iterations
• Developed creative testing frameworks and content pipelines that reduced reliance on new production
• Played a central role in team growth, strategy, campaign planning, and channel scaling
• Managed a five-person creative team and oversaw all content tied to $2M/month in advertising spend
• Directed and edited hundreds of performance ads, including a Video Sales Letter (VSL) that ran for 5+ years and supported 250+ iterations
• Developed creative testing frameworks and content pipelines that reduced reliance on new production
• Played a central role in team growth, strategy, campaign planning, and channel scaling
Video Content Creator | October 2018 – August 2020
• Produced original video content for the FIXD YouTube channel and app
• Created educational and brand-aligned visual assets using advanced After Effects workflows
• Created educational and brand-aligned visual assets using advanced After Effects workflows
2021
Craftsman Tools
Video Producer / Director / Editor | Oct 2021 – Dec 2021
• Delivered a 25-video explainer series for a white-labeled Craftsman Tools version of the FIXD app
• Handled all production phases independently—scripting, directing, shooting, editing, client communication
• Completed the project in under 3 months while managing full-time responsibilities at FIXD
• Handled all production phases independently—scripting, directing, shooting, editing, client communication
• Completed the project in under 3 months while managing full-time responsibilities at FIXD
2020 - 2022
Pale horse production
Freelance Director / Editor | Nov 2020 – Nov 2022
• Edited four short documentaries for the outdoor and hunting industry
• Managed story flow, edit pacing, and sound design tailored to enthusiast audiences
• Managed story flow, edit pacing, and sound design tailored to enthusiast audiences
2015 - 2018
Charles Ryan Associates
Director of Photography | Jul 2016 - August 2018
• Led cinematography and post-production for agency video work across healthcare, energy, and public service clients
• Directed a $50K healthcare explainer video that went on to win Best in Show at the WV ADDY Awards
• Contributed to writing, storyboarding, and cross-functional creative projects
• Directed a $50K healthcare explainer video that went on to win Best in Show at the WV ADDY Awards
• Contributed to writing, storyboarding, and cross-functional creative projects
Video Production Specialist | Jun 2015 - Aug 2016
• Shot and edited educational and advocacy content for healthcare, government, and natural gas clients.
• Collaborated with directors and PR teams to shape messaging and deliver polished video content.
• Collaborated with directors and PR teams to shape messaging and deliver polished video content.
Film Intern | Jun 2015 - Aug 2016
• Supported professional film and commercial projects across camera, editing, and design roles
