Capstone Project: Briefing Smarter, Performing Better
During my internship, I led an 8-week capstone auditing more than 30 paid social ads across four of our CPG clients, 818 Tequila, Happy Coffee, Snack Club, and Khloud Popcorn, scoring each one against the KPI that the client actually cared about, whether that was CTR, ThruPlay rate, or video views. I paired that with a competitor benchmark across each category to see which creative patterns held up outside our own client set. The findings rolled up into a six-dimension briefing framework, which I used to design a new creative brief template built to ask the right strategic questions upfront instead of relying on instinct. I also evaluated our current reporting tool, Motion, against a potential upgrade, Atria, and made the case for switching: where Motion stops at after-the-fact analytics and light competitor tracking, Atria covers the full creative pipeline, from a live competitive research hub and AI-assisted ad generation to predictive creative-fatigue flags and clearer, letter-graded performance scoring. To put the framework into action, I wrote a set of AI prompts that let the team feed in performance data and get back a structured, first-draft creative brief, automating a big chunk of the process from evaluation to briefing to asset creation. The project's goal was simple: turn instinct-driven briefing into something repeatable, and give our team a clearer, faster path from insight to launch-ready creative. Click on the image to view the full presentation, and click on the links below to view the work that went into the presentation.
