Case Studies

Case Studies

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Adam Jackson · Creative Executive · Brooklyn NY

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From weeks to days: building Verizon's creative automation engine

From weeks to days: building Verizon's creative automation engine

3–4 days

3–4 days

brief to market for online ads and paid social, down from 3–4 weeks

10×

10×

more acquisition online ads and paid social produced

80%

80%

of consumer merchandising on verizon.com now self-served by web operations

The problem

The problem

When I joined, everything the in-house team made was built by hand. There was no shared design system, so every page and every campaign started from zero.

When I joined, everything the in-house team made was built by hand. There was no shared design system, so every page and every campaign started from zero.

Vision

Vision

  1. Start with templates that pay off. In 2022 our first reusable merchandising templates helped lift Black Friday weekend accessories revenue 80% year over year, to $7.3M, and rebuilt DCO templates carried full video animation across 50+ Holiday offers.

  2. Build the system before more work. Every reusable web pattern became a component served from Adobe Experience Manager, and templates replaced custom pages.

  3. Fix the inputs first. One set of design guidelines kept every agency partner consistent and on brand.

  4. Make only what changes dynamic. Offers and legal terms flex; the craft stays fixed.

  5. Pioneer video DCO at Verizon. Rich video in the opening moments of the ad; everything after it, including publishing and optimization, runs dynamically.

  6. Turn custom campaigns into a library. Templates for paid social and online ads cover device launches, value-added services and sales events. For a year, seasonal acquisition templates also ran on Smartly for paid social.

  7. Keep the core small and orchestrate the rest. A few designers owned the system and the craft. Verizon Front End Development, Innovid and WPP Production built and ran it at scale.

How the engine works

How the engine works

Brief Campaign request in

Template library 12 templates × 3 colorways

Dynamic layer Offers, legal, video

In market Paid social and online ads

Optimization Automated

The work

The work

One system replaces the hand-built resize: 63 hand-built files per offer become four masters that resolve every placement.

One system replaces the hand-built resize: 63 hand-built files per offer become four masters that resolve every placement.

Four masters: the 9:16 Reels master delivers Meta Stories, IG and FB in-feed, Pinterest, Reddit, YouTube Shorts, Snapchat and TikTok; square, tall and wide masters complete the IAB units and custom high-impact shapes. Mother's Day 2026 went from Monday brief to Wednesday in market.

Four masters: the 9:16 Reels master delivers Meta Stories, IG and FB in-feed, Pinterest, Reddit, YouTube Shorts, Snapchat and TikTok; square, tall and wide masters complete the IAB units and custom high-impact shapes. Mother's Day 2026 went from Monday brief to Wednesday in market.

The rules are built in: platform safe zones, brand padding and a shared baseline live inside every template.

The rules are built in: platform safe zones, brand padding and a shared baseline live inside every template.

Two frame types, three colorways: a whole campaign recolors with one switch and never breaks the brand.

Two frame types, three colorways: a whole campaign recolors with one switch and never breaks the brand.

Same offer, different order by design: social leads with the offer, display ends on it.

Same offer, different order by design: social leads with the offer, display ends on it.

12 Style IDs × 3 colorways × 4 masters = 144 master ads per offer. The team designs the masters; the system builds the rest.

12 Style IDs × 3 colorways × 4 masters = 144 master ads per offer. The team designs the masters; the system builds the rest.

Team and partners

Team and partners

Small core design team · Verizon Front End Development · Innovid · Smartly · WPP Production · Adobe Experience Manager

Next study

Next study

Launching the world's best phones on America's network →

Launching the world's best phones on America's network →

Three ways to work together.

Full-time leadership

Head of creative or executive creative director for an in-house team in New York.

Fractional and consulting

Build or fix a creative function: team design, creative automation, generative AI workflows.

Project creative direction

Senior freelance CD for a launch, campaign or pitch. I can start fast and lead your team.

adam@jacksonmojo.com

LinkedIn →

Resume ↓

Three ways to work together.

Full-time leadership

Head of creative or executive creative director for an in-house team in New York.

Fractional and consulting

Build or fix a creative function: team design, creative automation, generative AI workflows.

Project creative direction

Senior freelance CD for a launch, campaign or pitch. I can start fast and lead your team.

adam@jacksonmojo.com

LinkedIn →

Resume ↓

Adam Jackson · Creative Executive · Brooklyn NY