ProblemThe Joint had a long-standing belief: don’t show the adjustment and definitely don’t play the sound. But competitors were leaning into the pop and winning attention.
ApproachI led the campaign strategically and directed the spots across broadcast, CTV, mobile, and social tailoring creative for each channel. To test the impact of sound, we produced two versions: one with the cracking sound, one without. I also brought in top-tier creative effectiveness consultant (Jeff Minor Advertising) to apply AI-driven testing and remove the guesswork.
ResultThe version with sound became the brand’s top-performing creative to date. It challenged old assumptions and gave the team a new data-backed direction to build on for future campaigns.
A.I. Effectiveness Testing I brought in Jeff Minor Advertising (JMA) to lead the analysis using a top-tier effectiveness platform. Together, we tested over 70 assets pre-launch including versions with and without the cracking sound against Brand Presence, Ad Memorability, and Video Aesthetics. The data gave us a clear read before we went live and helped us refine stronger versions ahead of launch.
MoBILEThe mobile cut was designed for clarity shorter pacing, tighter framing, and an immediate hook to land in under five seconds.
SoCIAL First ADSFor social, we used a mix of to-camera moments and VO to make each piece feel like a real “come get adjusted with me” post. Different creators brought their own style, but everything still tied back to the larger campaign.
