Mrs. Quilty – Surprise Yourself Every Month

Workflow & Process

I approached this task as a marketer first and a creator second. I began by reading the brief, reviewing the provided assets, studying the Mrs. Quilty brand book, exploring the website, watching testimonials, reviewing competitors, and analyzing the Meta Ads Library. I noticed that women aged 45+ were already generating strong impression volume, while younger audiences appeared underrepresented. Rather than changing what already worked, I chose to expand the audience. I positioned this as an awareness and consideration ad designed to appeal to both groups, using Tori—an actual Mrs. Quilty customer—as a bridge between generations. After exploring and evaluating several concepts against the brief, I selected the strongest one: visualizing creativity itself. The idea behind "Surprise Yourself Every Month" is that the real surprise isn't only what's in the box—it's discovering what you're capable of creating. Before finalizing the piece, I also conducted a simple qualitative check with women in my own family who fit the target demographic, asking them one question: "Do you understand what this ad is about?" to validate that the concept communicated clearly and intuitively.

Tools Used

ChatGPT was used for research synthesis, planning, audience analysis, concept development, scripting, and prompt development. Runway was used to augment reality by transforming Tori's real environment while preserving the authenticity of her testimony. ElevenLabs was used to clean and enhance the dialogue, Suno was used to generate the background music, and Canva was used to assemble, refine, and export the final Meta-ready deliverable.

Timing

The project took approximately 24 hours from start to finish:

• Research & Discovery: 3 hours (12.5%)
• Objectives & Audience Strategy: 1 hour (4.2%)
• Concept Development & Evaluation: 14 hours (58.3%)
• Production & Assembly: 6 hours (25.0%)

The majority of the time was intentionally invested upfront in research and conceptual thinking.

As Abraham Lincoln is often credited with saying:

"Give me six hours to chop down a tree and I will spend the first four sharpening the axe."