LoanDepot

Challenge
Break through a crowded mortgage category with paid creative that could stop the scroll, simplify refinancing offers, and drive action across the funnel.

Approach
Led creative concepting and art direction across paid campaigns, developing bold, sometimes intentionally outrageous ideas designed to make financial advertising more memorable. Built each campaign as a scalable system across paid social and Google Display, balancing experimentation with brand and performance requirements.

KEY RESULTS

Performance: Drove up to 4× lift in CTR and CVR across high-performing creative.*

Creative Testing: Developed distinct hooks, visual concepts, and messaging territories to identify what moved audiences from attention to action.

Full-Funnel: Extended winning campaign ideas across paid social and Google Display/Search touchpoints for a connected acquisition journey.

Client Partnership: Established a highly successful creative relationship with strong client response, enabling continued experimentation and increasingly ambitious concepts.

 

PAID MEDIA CREATIVE STRATEGY

Objective
Turn complex lending products into simple, scroll-stopping creative that made financial opportunities feel immediate and understandable while meeting strict NMLS and Equal Housing compliance requirements.

Role: Creative Director, Designer, Video Editor

Creative Approach

  • Equity: Positioned cash-out refinancing and HELOC around the tangible value already built into the home.

  • Urgency: Translated rate changes and market conditions into timely, action-oriented creative.

  • Concepting: Developed bold visual hooks, humor, illustration, motion, and unexpected metaphors to make mortgage advertising stand out.

  • Scale: Extended campaign concepts across paid social, video, and Google Display while maintaining messaging and regulatory consistency.

KEY RESULTS
4× lift in CTR | 4× lift in CVR | Scaled across paid social + display

STATIC + GIF META ADS

 

CONCEPT DRIVEN PERFORMANCE VIDEOS

  • Creative Range: Developed concepts from imaginative, attention-grabbing narratives to more conservative, product-led storytelling.

  • Performance Mindset: Built hooks around cash-out, home equity, and financial possibility while balancing clarity, brand and compliance.

CREATIVE THAT CONVERT: ‘UGLY ADS’

Not every high-performing ad needs to look like an ad or be overly branded.

  • Test & Learn: Used intentionally lo-fi, native-looking creative to break from polished financial advertising and capture attention.

  • Performance Over Polish: Let audience response and conversion data determine winning creative, not aesthetics alone.

 

PROGRAMMATIC DISPLAY AT SCALE

  • Campaign System: Every major campaign extended into a high-volume display ecosystem across programmatic placements and dimensions.

  • Continuous Refresh: Led recurring creative refreshes throughout the two-year engagement, translating new concepts into detailed, channel-ready asset families while maintaining brand, hierarchy and compliance.