One of the first campaigns I directed at Almedia, for their app Freecash. We based the look and feel of the creatives off of previous top performers, but reworked it to include a happy user. Many of the top performing video ads for the product feature UGC content, so we hypothesized that having a happy, smiling face would grab more attention and trigger a bigger emotional response than just an app screen and text. It ended up performing quite well. To test this further and to combat image fatigue, we also iterated and designed a second version.