Creatives that perform.
Not just look good.
Most fitness apps don't fail because the product is bad.
They fail because no one stops scrolling long enough to find out it exists.
They fail because no one stops scrolling long enough to find out it exists.
WalkFit is a fitness app by Welltech built around one of the simplest forms of exercise: walking. It targets people who need low-impact movement, older adults, people recovering from surgery, or anyone with mobility limitations who still wants to stay active. Simple concept, real audience, and a paid social machine that needs constant fresh creative to keep growing.
As a motion designer on WalkFit's creative team, my work spanned the full pipeline: from creating AI hooks and editing UGC shoots to building the Figma systems that kept everything consistent at scale. On higher-demand weeks, that also meant producing fully AI-generated videos up to 60 seconds long, as part of a team target of 22 to 25 creatives per week. The goal was always the same: get people interested, get them to click, get them to stay, and get them to want the product.
As a motion designer on WalkFit's creative team, my work spanned the full pipeline: from creating AI hooks and editing UGC shoots to building the Figma systems that kept everything consistent at scale. On higher-demand weeks, that also meant producing fully AI-generated videos up to 60 seconds long, as part of a team target of 22 to 25 creatives per week. The goal was always the same: get people interested, get them to click, get them to stay, and get them to want the product.
Top scaling creatives
A few concepts did not just test well on small budgets. They held their ROI as spend went up significantly, which is the harder thing to achieve.
Static creatives and Figma: consistency at scale
Static ad production sounds simple until you are making a lot of them across a team. Everyone ends up with slightly different layouts, different type sizes, different spacing, and every new creative means rebuilding something that already exists.
I built a Figma system with components and auto layout so the templates adapt automatically. Change the copy, the numbers, the CTA and the layout holds. No manual nudging, no broken frames. Anyone on the team could jump into a file and produce something consistent without needing to ask how it works.
Statics do not have the retention mechanics of video. No hook moment, no hold time. But they have their own logic: clear visual hierarchy, a strong single message, readable in a fraction of a second. The calculator and data-led formats worked especially well for this audience.
I built a Figma system with components and auto layout so the templates adapt automatically. Change the copy, the numbers, the CTA and the layout holds. No manual nudging, no broken frames. Anyone on the team could jump into a file and produce something consistent without needing to ask how it works.
Statics do not have the retention mechanics of video. No hook moment, no hold time. But they have their own logic: clear visual hierarchy, a strong single message, readable in a fraction of a second. The calculator and data-led formats worked especially well for this audience.
Organic: where I got to actually play
For a period I was also responsible for the graphics and videos on WalkFit's organic social accounts. Paid creative has rules: hook in 3 seconds, hit the message, drive to install. Organic gave me more room. More creative freedom, more visual experimentation, more brand expression.
We replaced old logos across all channels, unified the typography and color palette, and brought a more consistent visual identity to everything we posted. It was not a big formal rebrand project. It was just making things look like they belonged to the same company, which surprisingly was not the case before. The organic channel, which had not been a meaningful driver of installs before, started contributing to app growth during this period.
We replaced old logos across all channels, unified the typography and color palette, and brought a more consistent visual identity to everything we posted. It was not a big formal rebrand project. It was just making things look like they belonged to the same company, which surprisingly was not the case before. The organic channel, which had not been a meaningful driver of installs before, started contributing to app growth during this period.
