On the left are the original designs (which were themselves updates to outsdated formats), and on the right are the re-designs. All these new designs lended some vibrant dynamism to our social feeds, but when we pivoted to use them as ads, the format would get mangled across Instagram and Meta, and anywhere from 10% - 30% of the upper and lower real eastate would get cut off.
So I devised to situation all the "action" at the center of the frame, realizing that was how the various formats of ads were intended. We saw substantial increase in engagement performance as a result.