I art directed an experimental motion spot to launch Philo’s FAST (free, ad-supported TV) offering—designed to break pattern, attract new audiences, and pull viewers into the product. The creative leaned into expressive typography and bold visual language, pushing beyond Philo’s typical ad playbook to test what actually stops the scroll and earns attention.

The spot rolled out across CTV, in-product placements, web, social, and paid social—giving us a unified creative system that could perform across both high-intent product moments and top-of-funnel discovery channels. The goal was simple: get more people into Philo’s free experience, then convert that attention into paid upgrades.

Outcome
The campaign successfully drove new user acquisition into Philo’s free tier and validated experimental motion + typographic-led creative as a high-performing direction for growth. The learnings from this campaign informed future paid acquisition creative and expanded the brand’s visual playbook for performance marketing.