More work needed a different way to work.
I started with six creatives in one pod. Today I lead 30 across six, making more than 500 performance videos a month across our client accounts. Scaling that meant changing the team and the system together.
My responsibility: I lead creative strategy and direction for the function, and build the systems that help 30 creatives deliver. My role also covers hiring, development and performance; I do not run media buying.
The system had to protect the work.
More output alone would not have solved the brief. We needed a team that could learn from performance, make different creative directions, check the work and keep going without everything waiting on one person.
The learning-platform loop.
About 150 films a month on average for one anonymised client, with each round informing the next.
The product-imagery system.
Nearly 900 lifestyle images in two weeks, with automatic checks and human approval gates.
The fabric-accuracy challenge.
Fashion films that had to be stylish without changing the garment.
The two-person skit.
A format we struggled to make, then tested against the work it replaced.
Three parts had to grow together.
Quickads is the leadership case. The pages above show individual client problems; this is what I was responsible for across the function.
Hire, develop, promote and resource the 30 creatives making the work. Give each pod ownership without letting the standard become six different standards.
Build repeatable ways to brief, produce and review. Use AI for useful speed, with people deciding what is ready.
Bring performance and client feedback into the next creative decision. The account teams and media buyers run media; my function uses the learning.
That is how the team could serve 15 active accounts and make 500+ videos a month—not a single tool or one person approving every frame.
Scale, cost and client work.
As the function grew from three active client accounts to 15, monthly output rose to more than 500 performance videos. Estimated production cost per video fell from about $150 to $50 or less.
The client stories explain what those numbers meant in practice. One anonymised learning-platform account averaged about 150 films a month, exceeded 250 in some months, and reported 3× ROAS over three months. The creative work contributed to that result; I did not run media buying.