AI-assisted global campaign system
One Campaign.
One System.
Endless Output
Creator-led content, built to scale across markets, channels and funnel stages.
CLIENT
Traze
INDUSTRY
Fintech, trading app
SERVICES
AI campaign direction
AI creator systems
Video-first content
Localisation framework
Funnel creative system
Transforming campaign production for a global trading platform, from fragmented regional delivery into one AI-driven system.
Traze operates across diverse markets, each with different audiences, cultural contexts and commercial priorities. As demand for campaign content increased, the opportunity was not simply to create more assets, but to fundamentally improve how global creative was produced, adapted and governed. I led the development of an AI-assisted campaign system across APAC, MENA, SSA and LATAM. combining creator-led storytelling, reusable production workflows and modular localisation logic. The result was a scalable framework capable of supporting rapid campaign deployment across paid social, organic content, video and DOOH, while maintaining a coherent global brand.
AT A GLANCE
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Operating across multiple global markets, the platform needed to produce high volumes of localised campaign content while maintaining consistency across regions, channels and funnel stages. At the same time, audiences were becoming increasingly desensitised to generic financial advertising, creating a need for more human, creator-led and platform-native storytelling.
The challenge was not simply to produce more creative. It was to build a production system capable of increasing content velocity, supporting regional relevance and maintaining one coherent global campaign platform.
To support these evolving campaign needs, an AI-native creative framework was developed combining reusable AI workflows, model-led content systems and scalable localisation logic. The objective was to build a faster, more adaptive production infrastructure capable of supporting rapid campaign deployment across awareness, product reveal and retargeting activity.
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Built an AI-native creative production framework combining AI-generated creators, reusable prompt systems, localisation logic and modular campaign assets. The system was designed to support multiple funnel stages, formats and regional adaptations while streamlining content generation across social, video and DOOH environments.
Key features of the solution included:
System refinement
A complete CMYK and RGB colour system, expanded typographic hierarchy, and unified layout grids to create visual consistency across print, digital, and motion.Global Figma library & content system
A fully modular design library including UI components, iconography, templates, and a curated photo bank for use across all regions, enabling designers to work faster and more consistently.Cross-regional creative hub
I unified designers across London, Thailand, and Vietnam under a centralised workflow, establishing shared standards and operational rituals that supported autonomy and alignment simultaneously.Website & app alignment
Worked closely with product and engineering teams to bring the digital experience in line with the refined identity, ensuring that the visual language translated seamlessly into interface design.Governance & QA
Introduced version control, naming conventions, approval pathways, and ongoing evolution processes to maintain brand integrity as new sub-brands and campaigns emerged. -
Created a scalable campaign ecosystem enabling rapid generation of campaign-ready visuals, short-form videos and market-specific adaptations across multiple regions and funnel stages. The framework improved production speed and localisation efficiency by combining reusable AI workflows, modular campaign assets and a growing library of re-usable AI creator models, allowing content to be adapted rapidly while maintaining brand consistency across awareness, product reveal and retargeting campaigns.
Measurable outcomes:Early campaign testing achieved CTRs above 5%, significantly outperforming typical fintech and paid social benchmarks, while validating the effectiveness of creator-led, AI-generated content within performance-driven environments..
REGIONAL ADAPTATION
One system.
Global scale.
Local relevance.
A modular creative production system was developed to transform one master campaign into a scalable ecosystem of AI-assisted content across regions, channels and funnel stages.
Rather than rebuilding campaign assets for each market, a shared creative foundation enabled content to be adapted through regional creator profiles, cultural context, language and local product priorities. The system replaced fragmented, market-by-market production with a repeatable global workflow, increasing content velocity while maintaining creative and brand consistency.
SCALABLE OUTPUT
Endless output.
Every format.
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THE SYSTEM
AI production pipeline & characters’ library
System: Master campaign + regional brand face + market context = locally relevant execution
A library of 5+ primary and supporting AI creator profiles was developed to give each region a recognisable brand face. Creator selection considered cultural relevance, audience expectations, go-to-market priorities, competitive positioning and regional brand maturity, enabling one master campaign to feel locally credible across markets.
SCALABLE OUTPUT
Endless output.
Every format.
IMPACT
Results
The system moved from concept to a multi-market campaign ecosystem within [X months], creating a repeatable foundation for creator-led content across regions, channels and funnel stages. The first campaign launch achieved a 4.78% click-through rate, providing early validation that more human, platform-native creative could generate strong audience engagement within a performance-led environment.
Beyond the initial launch, the project established reusable creator assets, production workflows and localisation principles that could support future campaigns without rebuilding the creative approach from the ground up.
● 4.78% CTR
Achieved during the initial
campaign launch.
● 4 global regions
Built to support APAC, MENA, SSA and LATAM.
● Multiple channel environments
Adapted across paid social, organic content, short-form video, app campaigns
● Expanded brand identity
Extended the visual identity into an AI-ready creative system, with defined principles for creator imagery, motion, environments and campaign storytelling.
● 500+ assets
Campaign executions, localisations and format variations.
● Regional brand faces
Reusable AI library built a structured collection of creator profiles, prompts, visual references and production principles for future campaign development.
● Accelerated production
Introduced repeatable AI-assisted workflows that reduced reliance on traditional production and enabled faster generation, iteration and localisation.