Cadet Recon Series

The Cadet Research Series marked the first in a broader initiative to deeply understand and segment our audience through creative. Leveraging Dynamic Creative Optimization (DCO), we developed a modular system of thousands of assets, each built from a flexible matrix of imagery, messaging, and calls to action designed to test, learn, and iterate at scale. By designing six distinct landing page experiences, we closed the loop between creative and conversion and enabled a more holistic view of user behavior. This approach unlocked actionable insights across the full journey.

From a design systems perspective, the challenge was to create a visual language that could flex endlessly without losing cohesion. The result was a highly adaptable framework that maintained brand distinction across social, display, and web, while clearly differentiating from evergreen campaigns.

Teammates:

Nigel Dennis - Creative Director, Courtney Schiffres - Copy Lead, Alex Rybarczyk - Designer, Jonathan Crawford - UX Lead, Stephanie Gough - UX, Dan Boland - Lead Developer, Cassie Mai - Producer, Paul Serilla - Strategy Lead, & Team DDB Agency Partners.