Brilliant's premium upsell ads run between lessons — a moment when users just want to get back to learning. My instinct was to give each ad a single value prop and lean into entertainment over a hard sell, which gave each one room to have a real comedic personality. For some ads, like the one featuring ancient mathematician Archimedes, I created the concept and original script. For others, I iterated off my colleagues' concepts and developed the humor further during the animation phase through sharp comedic timing, dramatic zooms, and stylized sound design. Users liked the ads so much, they started leaving comments about them in our app store reviews.