For the Q4 Google Shopping integrated brand campaign, I helped lead the creative direction and execution of a massive, multi-channel rollout spanning Connected TV (CTV), video, OOH, and digital display. To drive a target 70% increase in brand consideration and boost active platform usage ("dazzle queries"), I partnered with strategic leads to direct a comprehensive creative refresh. Together, we transformed evergreen assets into highly targeted, seasonal narratives tailored to Halloween, Black Friday, and the December holidays, establishing a testing framework to prove seasonal creative drives higher engagement.