Commodity: Ad Funnels
Problem:
When I joined Commodity as Head of Creative Advertising in mid-2023, there was no in-house advertising infrastructure—no campaign cadence, no scalable system, and no designated creative lead to focus on paid ads.
The brand was relying on outdated assets, lacking both the internal bandwidth and external budget to build a modern campaign engine.
Solution:
I helped build a scalable in-house ad system from scratch—developing repeatable workflows, managing creative end-to-end, and executing distinct campaigns across global markets and platforms.
This structure allowed us to consistently launch fresh, high-performing creative while adapting in real time as the business evolved.
Building the Team
In the beginning, I led every aspect of creative—from concepting and directing to producing, shooting, designing, and final delivery—establishing a repeatable system that allowed us to maintain visual consistency, speed, and agility.
As we grew, I was able to add internal support in the form of a dedicated Junior Designer, and I continue to expand our network of vendors ranging from Prop Stylists, Models, Photographers Retouchers, and more, in order to support ongoing campaign development.
The system continues to evolve alongside the business, but the foundation I created has allowed our brand to remain visually fresh, adaptable, and strategically sound—delivering strong performance across platforms.
Scaling the System
Over the course of the first two years, we went from running a single stagnant ad set to executing 9 standalone campaigns, each with 3 levels of funneling and up to 80 unique assets, across 7 platforms and 5 global regions.
Below are some image samples from the assorted campaigns.
Ad-attributed revenue grew by 30% from 2023 to 2024—outpacing industry benchmarks and signaling the strength of our new creative system.
In December 2023, the Scent Space campaign confidently used white space to cut through the visual noise and make our striking debut in Times Square! A year later, Juice returned with vibrant color and high-impact visuals. Both campaigns ran every hour, 24/7, for 10 days during peak holiday season.
If You Can Make It Here…
More in-depth case studies per ad funnel available upon request.
Project Credits
Gabriela Della Corna: Creative Director / Photographer / Designer
Amanda Murolo: Photographer / Sr. Art Director
Bridget Beyer: Sr. Designer
Alyssa Sierra: Jr. Designer
Inbal Shaked: VP of Marketing / Copywriter
Peter Ocheret: Head of Digital Marketing Strategy (Ad Deployment)
Freelancers per production available upon request