Challenge

Contractors miss calls constantly, especially overnight and on weekends, losing jobs to competitors who pick up first. Broccoli needed to convince a skeptical, hands-on audience that an AI agent could actually handle those calls and book appointments without sounding like a gimmick.

Strategic Approach

I executed creative briefs focused on the always-on value prop—AI that answers and schedules appointments around the clock, even when the crew is off the clock—translating that into copy and creative direction built to drive sign-ups. I worked with our design team to bring each concept to life, keeping messaging grounded in real contractor pain points rather than generic AI hype.

Key Innovation

Framing the AI agent around missed-call cost and lost jobs, not the technology itself, made the pitch land with a practical, time-strapped audience that cares about revenue more than features.

Business Impact

Creative built around always-on availability and missed-revenue risk gave Broccoli a consistent, sign-up-focused campaign engine speaking directly to contractors' day-to-day pain points.