And then, social media and video ad formats were introduced, making the digital landscape more complex for creative teams but still manageable with the “old method” of a single brief yielding multiple ad variations. Tactic: Design creative for the specific funnel/audienceCreative teams should design creative to reach every step of the purchase journey. This creates a massive problem for lean creative teams or those with lean creative budgets. But today's attention spans push creative teams to think differently about their video creative. Creative teams must be more scalable to design unique ads for every channel, ad format, funnel stage, and asset type.