Noom
Paid social, lifecycle and CRM for an always-on testing account
A new test every week. One system that holds.
Noom’s paid social, lifecycle and CRM account is always on: fresh A/B tests shipped every week against seasonal hooks, comparison angles and proof points. As senior designer and art director I conceived and designed the creative and directed a motion team, on templates that could be re-skinned weekly without the brand drifting.
«This Way to a Healthier You»
A short-form video system built to be re-skinned weekly: one line-drawn corridor motif carries the eye from a macro food shot into a claim, then into the stat that backs it up. Colour, produce, and proof point rotate by variant — the finished cut, followed by four of the tested weekly stills.
The finished cut
Four beats — hook, claim, benefit, proof. The corridor, the pacing and the type hierarchy are the only things that never change.
20 seconds4:5silent loop
Four of the weekly variants
Same build, four proof points: the colour, the produce, and the number rotate; everything else holds.
Weekly variants in feed
Where the tiles actually ran: paid social in the feed, not a design exercise.
The four beats of the cut
The order the viewer sees them in — the last frame is the proof card above, reused as the end card.
The variety is the test. The template is the constant.
No week invents a colour.
Core neutrals hold the frame, one accent family owns the week, and the produce is cast to match it — which is why four very different-looking variants still read as one account.
Core
Accent — one family per week
Eight in the family; four of them ran in the weeks shown above.
«Take the Quiz» — the always-on system
The workhorse of the account: one modular ad template, rebuilt every week against a new hook — a holiday, a comparison chart, a flat-colour test — so the testing pipeline never went stale.
Open a week to see its set — each sheet scrolls sideways to show the whole run.
From flat type to full lifestyle photography
Flat-colour quiz variants in pink
The same ask against a Thanksgiving table
The comparison angle, set by set
One hook every week
One modular template. The ask never changes; everything around it does.
