Go Direct PavingAI Video Advertising Campaign
- Role
- AI Video Marketing Specialist
- Tools
- ChatGPT · Nano Banana · CapCut · Facebook Ads
- Objectives
- Lead generation · Incoming calls · Brand awareness · Rapid creative production
Stills from the four advertisements published in the campaign.
01 — Client Brief
The Brief
Go Direct Paving wanted AI-generated video advertisements that could be produced and published quickly on Facebook to promote its paving services.
The campaign needed creative assets capable of generating local awareness, inquiries and potential customer leads.
The priority was speed: develop the concept, create the advertisements and get the campaign live as quickly as possible.
02 — My Role
From concept to live campaign.
I personally handled the creative production process — writing, generating, editing, publishing and managing the operational handoff once inquiries began arriving.
Strategy & Writing
- Campaign concept development
- Scriptwriting
- AI prompting
AI Asset Generation
- AI spokesperson/model generation
- Scene generation
Post Production
- Video editing
- Captions
- Creative variation
Campaign & Operations
- Facebook Ads setup
- Publishing
- Lead monitoring
- Lead handoff to client
03 — The Production Workflow
Fourteen stages, one continuous production line.
Select a stage to see its owner, actions and exit criteria.
- 01
Business Objective
Owner · Xandra + ClientUnderstand what the advertisement needs to accomplish.
- Generate inquiries
- Encourage calls
- Increase local brand awareness
- Create usable advertising assets quickly
Exit criteria · Clear advertising objective established.
04 — Creative Development
A business goal, translated step by step into a lead.
04 — Real Campaign Videos
One campaign, four creative directions.
The four advertisements published in the campaign. Select any creative to play it.
Female Spokesperson
Alternate Female Spokesperson
Male Spokesperson
Alternative AI Creative Concept
All presenters shown are AI-generated creative concepts produced for this campaign. No real-person likeness, celebrity association or endorsement is implied.
06 — Why Multiple Versions?
Creative testing, not random variation.
Instead of relying on a single spokesperson, I intentionally produced several versions using different genders, age ranges and visual appearances.
The goal was to test different creative directions and observe which presentation style attracted stronger audience response.
| Presenter | Gender | Approx. Age | Visual Style | Creative Version | Campaign Status |
|---|---|---|---|---|---|
| Presenter A | Female | Approx. 25–35 | Friendly, straightforward | Creative 01 | Published |
| Presenter B | Female | Approx. 35–45 | Warm, conversational | Creative 02 | Published |
| Presenter C | Male | Approx. 30–45 | Direct, confident | Creative 03 | Published |
| Concept D | N/A | N/A | Attention-first experimental concept | Creative 04 | Published |
07 — Distribution Workflow
Where my work ends and the client's begins.
Xandra
- Creative production
- Publishing
- Ad setup
- Inquiry monitoring
- Lead handoff
Client
- Phone call
- Customer consultation
- Estimate
- Booking
- Final sale
08 — Campaign Outcome
What happened after launch
The advertisements generated regular incoming inquiries and leads through Facebook.
Because sales follow-up and booking were handled directly by the client, final conversion and revenue data were not available for this case study.
The campaign also ran during the winter season, so this project makes no assumptions about how many inquiries ultimately converted into paving jobs.
- ✓Four creatives used
- ✓Campaign published
- ✓Incoming inquiries received
- ✓Leads handed directly to client
09 — What This Project Demonstrates
10 — Project Takeaway
AI was the production tool. The strategy still required a human.
The project was not simply about generating AI visuals. It required translating a business objective into a message, writing the advertising script, developing a visual concept, generating multiple creative directions, editing the final assets, publishing the campaign and managing the operational handoff once leads began arriving.