FWD Insurance.
An award-winning digital campaign for FWD Insurance, built and launched in under two weeks. Featuring AI-generated copy and dynamic content automation, the campaign delivered over 4,000 creative variations and standout media efficiency gains.
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.
Lead Creative & Strategist
Oversaw the campaign from creative <strong>concept to deployment</strong>, aligning with client goals and ensuring rapid delivery within <strong>2 weeks</strong>.
Creative Direction & Redesign
Proposed and implemented a new <strong>creative design</strong> 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 <strong>A/B testing</strong> of AI vs human-written lines.
Automation & AE Development
Developed the After Effects files and <strong>expressions</strong> to dynamically match clips and copy across audience segments.
Content Structuring & QA
Created rulesets to ensure the correct pairing of copy and footage for 5 interest areas, preventing <strong>rogue creative combinations</strong>.
Client Collaboration & Expansion
Worked closely with FWD Phillippines's client team and media partners, leading to future commissions and industry recognition.
