The Challenge
Develop display advertising that effectively engages Sherwin-Williams’ target audiences while optimizing creative for performance and driving meaningful actions, such as online consultations. The campaign needed to balance visual appeal with strategic messaging across a variety of paint color and feature variations.

The Solution
I created the visual framework that leveraged Dynamic Creative Optimization (DCO) to create 12 distinct ad variations, combining muted and vivid paint color backgrounds with imagery options including the Virtual Color Consultant phone. Each variation was designed to test and optimize audience engagement in real time, ensuring creative aligned with user behavior and business objectives. This structured approach enabled the team to identify high-performing combinations that maximized audience interaction while maintaining brand consistency.

The Results
The DCO approach delivered measurable improvements in engagement and click-through performance, demonstrating the value of concept-driven, data-informed creative. By integrating visual experimentation with strategic messaging, the campaign highlighted how iterative optimization can drive stronger connections between Sherwin-Williams and its audience.