— 07 / Campaign Development · 2024
Kryptek Paid Media System
Building a repeatable product-education system across performance channels
Kryptek Outdoor Group · 2024
Turning technical apparel benefits into a scalable creative system for evergreen, product-focus, problem-solving, sale, print, and seasonal campaigns.
The paid-media system translated dense product information into a clear hierarchy of customer benefit, product proof, and action. It was designed to repeat across products and placements while remaining flexible enough for partner campaigns, print, social, Meta, Google, and Black Friday. The documented BFCM results reflect the combined effect of creative, offer, media strategy, budget, landing experience, and campaign management.
- Client
- Kryptek Outdoor Group
- Year
- 2024
- Role
- Campaign Strategist, Art Director, Designer, Photographer, Copywriter
- Disciplines
- Creative & Art Direction, Identity & Design Systems, Campaign Strategy, Paid Social, Performance Creative, Product Storytelling, Photography, Copywriting, Print Advertising
Context
A broad product line competing in fast-moving placements.
Kryptek's performance products carried meaningful differences in weather protection, insulation, durability, layers, fabrics, camouflage applications, and intended use. Paid and partner placements had only a few seconds to make that value legible.
The creative system had to reduce complexity without flattening the products, adapt across Meta, Google, social, print, retail partners, and email, and scale from evergreen education to urgent sale messaging while remaining visibly Kryptek as image, headline, price, offer, and format changed.
Insight
“The job was not to say more about the product. It was to make the right information impossible to miss.”
Strategy / Approach
Build a hierarchy of benefit, proof, product, and action.
The approach created repeatable structures for product-focus ads, problem-solving feature callouts, evergreen creative, sale campaigns, category stories, and partner placements. Photography, product cutouts, technical icons, benefit-led copy, typography, price and offer modules, and calls to action could be recombined without rebuilding the visual logic each time.
Execution
One campaign language across performance and print.
The system was deployed across product-focus and feature-callout creative, Black Friday and sale assets, Meta and Google placements, Instagram formats, phone mockups, retailer campaigns, and print ads. First Pier managed paid-media execution and documented campaign performance.
Work
Evergreen, product education, promotional, and partner creative.
Shipped ads, live-placement screenshots, and a restrained set of mockups show how the system adapted across evergreen education, product-focused creative, promotional campaigns, and partner placements.
Outcome
Strong documented performance within an integrated campaign.
Campaign results reflect the combined contribution of creative, offers, media strategy, budget, landing experience, and campaign management. Paid-media execution and reporting: First Pier.
Role & Credits
Role and contribution.
I owned campaign strategy, creative and art direction, design, layout, photography, editing, copywriting, and adaptation of the creative system across formats. First Pier managed paid-media execution and produced the campaign-results report. Kryptek's ecommerce, product, and operations teams supported offers, inventory, landing experiences, and fulfillment.
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