March Madness

Objective

The goal was a fresh, high-engagement campaign for Hantec Trader through March that would drive challenge purchases from both new and existing clients. As Creative Director I led the development of a promotional concept designed to bring users back to the site consistently across the month, increase repeat engagement, and build stronger purchase intent in a highly competitive prop trading market.

Solution

We built March Madness, a month-long advent calendar campaign built around 31 days of rewards, giveaways, offers and incentives. New and returning users were directed to a dedicated landing page each day to unlock and claim a new daily reward.

The campaign gave users a reason to return regularly, keeping Hantec Trader front of mind while increasing opportunities to convert visitors into challenge purchases. Refreshing the offer daily maintained momentum across the full month with no drop-off periods, and gave new users a reason to choose us over competing prop firms.

Thirty-one days of unique creative in a single month is a volume problem before it is a creative one. Producing that traditionally would have meant a studio shoot and an agency retainer. We generated it instead.

AI and tools

Higgsfield and Creatify for daily video and key visual generation. I wrote the prompt system that held one visual identity across 31 distinct daily executions, art directed every output, selected from the generated variants and took the finals through to delivery. AI produced the volume. The direction, selection and quality bar stayed human at every gate.

My responsibilities

• Led overall creative direction for the campaign concept and rollout
• Developed the March Madness promotional idea and oversaw the creative output across the user journey
• Built and refined the prompt system that kept 31 days of AI-generated creative visually consistent
• Art directed and selected every generated asset before it went live
• Oversaw landing page creative and the daily reward experience
• Directed campaign assets across digital and promotional channels
• Managed stakeholder alignment across internal teams
• Ensured brand consistency, quality and on-time delivery with a performance focus
• Supported optimisation throughout the live campaign period