Google Performance Max Campaign, Summer 2024

Developed a flexible suite of short-form video ads for Tommy Bahama’s Summer '24 launch, built to cut through crowded feeds and feel personal at scale. Partnered with a video editor to create assets optimized for Google Performance Max and Meta Advantage+ Shopping, enabling machine learning to dynamically match creative to audience intent—driving engagement across YouTube, Facebook, and Instagram with both new customers and loyal fans.

Skillset: Photoshop, After Effects, Adobe Animate, HTML5 / with Video Editor: James Cheng, Writer: Robert Scarpinito

Meta Advantage+ Shopping Campaign, Spring 2024

To support Tommy Bahama’s seasonal push across key categories including Women’s, Men’s, Big & Tall, and Swim, I created a suite of performance video ads designed specifically for Instagram and Facebook. Each asset was built for Meta’s Advantage+ Shopping platform, enabling real-time optimization through machine learning.

We ran a creative test comparing a cinematic video hero to a lifestyle still image. The video drove higher engagement, while the still delivered a stronger conversion rate. Using those insights, I developed hybrid assets that paired short, looping motion with a clear and immediate call to action overlay. This approach helped capture attention quickly while guiding users to convert.

The campaign delivered strong results. The Women’s category was the top performer, generating 774,000 impressions and 1.2 million dollars in attributed sales, with a return on ad spend of 98.14. This project highlighted the value of creative testing and agile production in building effective, revenue-driven campaigns.

Skillset: Photoshop, After Effects / with Video Editor: James Cheng and Writer: Krista Quinby

Weekly Emails, 2023 & 2024

Improved year-over-year click-through rates by 11 percent by applying creative insights from testing. We refined email layouts to prioritize product-forward imagery, favoring PDP-style and close-ups of fabric details over lifestyle when performance data supported it. Updates to visual hierarchy, content modules, and CTA placement helped align the creative more closely with audience behavior, driving stronger engagement and conversion.

Photoshop, Figma, After Effects / Concept & Design:Tom Eibling

Monthly Site Publish 2024

TommyBahama.com Supported the UX and product teams by utilizing tokenized UI components in Figma to ensure consistency across brand categories. Developed flexible components that incorporated GIF, MP4, and HTML5 animations while optimizing for performance and accessibility. Applied established user flows to ensure components functioned seamlessly across key journeys (homepage, PDP, cart, checkout) and across devices. Collaborated closely with UX leads, developers, and brand teams to deliver a cohesive, brand-aligned customer experience.

Figma, Photoshop,After Effects, Adobe Animate, HTML5 / with Creative Director: Rachel Doyon, UX Lead: Cris DiNoto, Designers: Laura Gehring, Chelsea Phillips, Angelo Buelva,

Email Motion Assets

Utilizing both Photoshop and After Effects, the file size of video GIFs within email sends was optimized. Workflows were streamlined, and team guidelines were established to ensure that the GIFs maintained image quality. Additionally, frame-by-frame animation within the Photoshop timeline using a ‘save for web’ approach was also leveraged.

Photoshop, Illustrator, After Effects / Concept & Design:Tom Eibling