These paid ads were made to work as both standalone pieces and as a cohesive set. I partnered with my designer at Keypath to experiment with data points, value props, and visual direction.

The messaging highlighted Wilkes’ Yellow Ribbon Program and resources for veterans and their families, while building on themes of service and career advancement.

We also introduced UGC-style video as an authentic, exploratory concept for paid media and tested new creative to see what resonated.