Ascent

Ascent needed to build brand awareness and drive purchase across Amazon, Costco, Walmart, and DTC, each with different creative requirements. The challenge was creating a distinctive position in a crowded sports nutrition category while connecting brand storytelling with the demands of ongoing performance marketing.

“For Those Driven By Hard Work” focused on the repetition, discipline, and effort behind progress. We built the platform to work across both high-profile brand placements and everyday purchase decisions. It needed enough emotional strength to build recognition and enough flexibility to support product launches, retail messaging, and paid-social variations.

I led campaign strategy, creative direction, and production oversight across paid social, ecommerce, retail, influencer content, product launches, and a Times Square Nasdaq placement. My responsibility extended beyond launch. I owned the creative testing loop: deciding what to test, interpreting the findings, and directing what we produced next. Monthly testing informed which messages we emphasized, how photography evolved, and how we introduced new flavors. The platform provided continuity while performance insight shaped the next round of production.

The work established a shared creative platform across Ascent’s brand and performance marketing, connecting campaign storytelling with retail and ecommerce execution. That platform supported ongoing production and testing, giving the team a consistent direction while allowing the creative to evolve.