Campaign Art Direction: Octave Therapy

Studio: In House + Sundae

Breakthroughs Campaign

Challenge:

Octave needed to prepare our 2026 brand campaign to launch in time for our biggest month of the year for new therapy seekers: January. Our growth marketing campaign sought to test a new visual style to compare creative performance to our standard brand treatments.

Solution:

I developed the visual style for the Breakthroughs campaign to feel slightly different than other ad creative we’ve run. Conceptually, I wanted the campaign to feature portraits of people against blue skies, sometimes contrasted against clouds — like the sun “breaking through”.
I made a “creative direction hub” in Figma for a seamless handoff to our production & UGC agency, Sundae. The Figma file included photography direction, design templates for multiple ad sizes, safe zone specs, and assets like vector insurance logos.

Results:

While the campaign was initially time boxed, some of this ad creative ended up in our top 5 performing assets, so we made more and ran them as evergreen ads. We built out additional sizes to display across new growth platforms.
My handoff kit cut down on average revision rounds with our agency partners, saving time and money.

Services:

Art Direction

Design

Sample screenshots from the Figma creative direction hub I created to enable our agency partners to speed up production and minimize rounds of back and forth.

I designed ad examples and templates, along with end cards to use with UGC and CTV assets. I provided reference imagery and specific direction to provide to UGC creators for photography direction. I also included safe zone templates, insurance company logos they’d need as vector files, and a page on messaging written by ACD Sarah Flores.

I recorded a a Loom of myself walking through the file to ensure a seamless handoff to the production studio.