To meet the brief, I worked cross-functionally to develop a full-funnel digital campaign that put product relevance and customer intent at the center of the creative strategy. As Creative Director, my role was to lead the visual and messaging framework that would allow for scalable personalization without sacrificing brand consistency.

We started by mapping the priority product classes to specific customer mindsets and seasonal moments. From there, we partnered closely with media and audience strategy teams to align creative concepts to in-market signals, ensuring each asset was contextually relevant, visually compelling, and performance-optimized for the platform it lived on.

Each channel had a distinct role:

• Facebook/Instagram featured dynamic carousels and reels tailored to browsing behaviors, with motion-led design and clear value messaging to spark consideration.

• Pinterest leaned into visual inspiration and planning behaviors, highlighting THD’s breadth and affordability through lifestyle imagery and product-forward layouts.

• Nextdoor focused on local relevance and trust, positioning The Home Depot as the community’s reliable source for home improvement.

• Snapchat featured vertical video and interactive elements that engaged younger DIYers with bold visuals and time-sensitive offers.

• Digital Video delivered product storytelling at scale, designed to hold attention and push intent.

• OLA Banners were dynamically generated to mirror user search and browse history, reinforcing interest with timely reminders.

To tie it all together, we built a modular system of creative components that allowed our production teams to generate content variations rapidly while adhering to the brand’s visual identity and voice. We also integrated real-time performance feedback loops to test and refine creative based on CTRs, ROAS, and engagement by audience segment.

This campaign elevated The Home Depot’s perception as not just a destination for price, but also a relevant and responsive brand that understands and anticipates customer needs.