FWD Insurance - The One
Cost per Click Improvement
Creative Variants
0
Traffic Increase
0%
Footage Clips
0
Audiences
0
Project Overview
FWD's launch of 'The One' campaign marked a milestone in dynamic content delivery, going from concept to live in under two weeks. With an agile cadence between creative and client teams in the Phillippines, the campaign leveraged a newly proposed visual style—aligned to brand guidelines—to replace an off-brand design initially supplied.
AI models trained on FWD's tone of voice were used to generate and optimise copy, outperforming manually written options in A/B testing. 30 unique video clips were matched with 100 lines of copy across six interest areas, resulting in over 4,000 dynamic asset variations.
The campaign's success led to multiple follow-up projects and earned industry recognition for innovation and strategic use of generative AI. It was also awarded for its innovation and content strategy, highlighting the effectiveness of AI-driven creative delivery.
My Role & Contributions
- Lead Creative & Strategist
Oversaw the campaign from creative concept to deployment, aligning with client goals and ensuring rapid delivery within 2 weeks.
- Creative Direction & Redesign
Proposed and implemented a new creative design after identifying that the original concept did not follow FWD brand guidelines.
- Footage & Copy Creation
Sourced and edited all clips, and generated copy using a brand-trained AI model. Also conducted A/B testing of AI vs human-written lines.
- Automation & AE Development
Developed the After Effects files and expressions to dynamically match clips and copy across audience segments.
