Adam DeerDirector, Creative & Brand

AI & Creative OpsAI that protects the brand.

As Director of Creative & Innovation at GreenRubino, I built the agency’s AI toolkit and workflows from the ground up. The goal was to help the team make more work, faster, while keeping the brand standards in place. Every tool came with guidelines, training and human review.

At a glance

20+ Custom GPTs

3x Image and video volume for Delta Dental

2.5x Faster audio and video production for Pima

30+ Ad sets supported by the copy assistants

Delta Dental of Washington

AI Imagery and Video

The challenge

In 2024, Delta Dental of Washington shot photo and video for its “Healthy Mouth, Healthy You” campaign. By 2025, those assets had been used so much they were wearing out. The client needed new ones, but there wasn’t the budget or time for another shoot. The choice was AI or stock.

The approach

I created prompting guidelines and trained the team on AI image and video tools, so every new asset matched the look and production quality of the 2024 shoot.

The result

Three times the image and video assets we’d have gotten from stock or another shoot, finished 25% faster, in the same style as the original campaign.

Four campaign photos in a grid, two marked AI and two marked Photo from existing library: a yawning man at his desk, a father kissing his son's arm, a woman blowing a party horn and a woman blowing up a balloon. The AI images match the library photos.
AI images next to photos from the existing library
Healthy Mouth, Healthy You · AI video

Pima Medical Institute

AI Voiceover

The challenge

Pima produces a steady stream of video and audio ads for lead generation. The team needed faster turnarounds on tight budgets without sacrificing the quality of the voiceover.

The approach

I led the rollout and training for AI voice tools that could deliver performance quality comparable to human voiceover.

The result

Audio and video production became 2.5x faster than traditional methods, with the work produced in-house.

Pima Medical Institute · AI voiceover

Resonate

AI-Enabled Audience Insights

The challenge

Many clients needed audience insights for small, specific markets. Most audience tools couldn’t provide reliable detail at that level.

The approach

I led a structured evaluation of consumer research, social listening and survey platforms, then narrowed the field to the tools that could meet those needs.

The result

After several months, we chose Resonate. It tracks millions of consumer profiles and uses synthetic data to fill gaps in market-level coverage. I led a phased rollout across business, media, strategy and leadership teams, then built custom GPTs that let teams explore the insights through conversation and test copy against them.

A custom GPT called Pima Persona Feedback, simulating Pima audience segments: it answers how two audience segments would react to a message, with a combined insight and feedback from each segment.
Persona feedback GPT for Pima audience segments

Custom GPTs

Brand Voice Guardrails

I led the creation of more than 20 custom GPTs, each built around a client’s approved work, along with agency-wide training for creatives at every experience level.

  • Campaign copy assistants

    Built on copy written by our creatives and approved by the client. Each GPT had usage guidelines, and a GreenRubino creative reviewed every line before it went out. The tools supported 30+ ad sets.

  • Persona feedback

    Turned audience research into a tool teams could talk to by segment or across segments, like having a focus group available on demand.

  • Proofreader

    Caught errors in decks under deadline while leaving intentional creative copy alone.

  • Meeting notes and action items

    Turned transcripts and notes into clear next steps, without adding another tool to the team’s workload.

TrainingGroup sessions got everyone started. Then each person built a GPT of their own, with homework and one-on-one support.