The Company / Client
MuzzleShot is a U.S.-based drinkware brand known for a high-contrast, industrial visual style and a “giftable” product position built around limited drops, bold graphics, and tight storytelling. The brand operates under Beam Distributing Inc., with product design and marketing run as an in-house initiative from Virginia, USA.
Project Scope & Objectives
Build and scale a consistent creative system for web and performance marketing—refreshing product presentation, improving conversion flow on key PDPs, and producing repeatable paid-social creative (static + video) that could be tested, iterated, and deployed quickly across Meta and other channels.
My Role
I created performance-ready ecommerce and ad creative end-to-end: PDP layout refinement inside Shopify, product and lifestyle asset development (including AI-assisted imagery/video where appropriate), and high-volume campaign variations in Figma. I also edited short-form paid-social video from both outsourced shoot footage and in-house AI-driven concepts—delivering platform-ready exports and supporting copy exploration to match different hooks and target segments.
ANNUAL EDITION BADGE CONCEPTS
For MuzzleShot’s annual limited-edition release, I explored a new end-cap badge direction for the 2025 run. The concept centered on a bold “ninja” icon and a high-contrast circular lockup designed to read clearly at small scale. This board shows my iteration process—multiple mark variations, layout refinements, and on-product mockups to test legibility, balance, and how the badge would translate to the final engraved finish. The ninja theme was ultimately held for a future release, but the exploration helped define a stronger template for yearly edition graphics.
PRODUCT DETAIL PAGE (PDP) REFINEMENT
I redesigned the Single MuzzleShot product page within the existing Shopify theme to improve clarity, hierarchy, and overall flow. The focus was on tightening the narrative, refreshing the visual language, and reorganizing content so key product details, imagery, and calls to action felt more intentional and easier to scan—especially on mobile. This update combined refined product photography, clearer feature storytelling, and a cleaner layout system to create a more premium, conversion-focused PDP without changing the underlying platform.
PAID SOCIAL IMAGE ADS
I created high-volume static paid-social ads using a mixed visual library: AI-generated lifestyle imagery, in-house product photography, and selected stills pulled from professional shoot footage. The focus was rapid iteration for performance testing—headline swaps, copy tone shifts, product emphasis (single vs. bundles), and occasional third-party quote callouts for social proof. My role covered compositing and layout design in Figma, image prep/retouch where needed, and frequent copy support—delivering platform-ready creative primarily for Meta, with select variants adapted for PMax.
TARGETED VIDEO ADS
I built a set of short-form paid social videos using raw footage and b-roll from an outsourced California shoot. The goal was to turn long-form source material into fast, testable 10–15s creatives—tightening pacing, selecting the strongest hooks, and producing multiple variations for performance testing. This meant heavy trimming, sequencing, and formatting for mobile-first placements, then exporting platform-ready versions that the team could run across Meta (and other paid channels) to compare engagement and conversion performance.
AI VIDEO ADS (SORA + AVATARS)
I produced an in-house test round of short-form video ads mixing AI-generated motion and AI-driven presenters. One set used Sora clips featuring the product, paired with AI voiceover; another used AI avatars built in TikTok Symphony and CapCut, then refined and finalized in Adobe Premiere. The objective was fast iteration: explore different creative angles, pacing, and messaging styles, and generate multiple platform-ready variations to test against different audiences in paid social.
