Making noise for Shift's nicotine reduction system—loud visuals, clear copy, zero pressure.

The brief called for a mix of empowerment, humor, and routine-driven messaging. I crafted static ad concepts that explored different tones—from supportive to witty—paired with bold headlines, clean typography, and visual cues like racing motifs and morning rituals.

Imagery played a big role in A/B testing: some ads highlighted product close-ups, others leaned into abstract representations of “shifting,” while a few dropped into familiar lifestyle moments.

Alongside the ads, I designed a lightweight landing page to capture signups and track conversion. The goal was to see what clicked, refine what didn’t, and help set the stage for future campaigns with clarity and punch.