Brief

Virgin wanted us to establish the effectiveness and efficiency gains of introducing Pencil Pro’s creative optimisation and performance prediction features into our workflow for the recent May campaign for selling Dubai, Jamaica and Maldives Virgin Holidays.

Challenge

A key challenge on this project was delivering high volumes of destination-specific social creatives at speed while maintaining brand consistency and performance efficiency across formats. Plus, Pencil ai being newly integrating into the creative process at the time - With nearly +1000 assets produced in a short timeframe, the complexity lay in balancing scale, variation, and optimisation without sacrificing creative quality.

Solution

As a solution, we developed destination-specific copy, layouts, and scalable templates that leveraged Pencil’s creative capabilities while staying fully aligned with Virgin Atlantic’s brand guidelines. By producing multiple static and video variants for each destination, we were able to generate 972 creatives in just four days, significantly reducing studio time and enabling faster, more scalable delivery to market.

Result

My thinking

This project highlighted the value of a systems-led, performance-driven design approach. Working with Pencil pushed me to design modular, scalable assets where layout, hierarchy, and motion choices directly influenced optimisation and performance outcomes. I learned how building smart templates and embracing creative automation can significantly increase speed and scale while maintaining brand integrity and delivering measurable impact.