# Amit Barzelay - Complete public portfolio I love turning messy processes into systems, building funnels that make sense, and my two dogs. Website: https://amit-barzelay-portfolio.vercel.app Email: barzelayamit@gmail.com LinkedIn: https://www.linkedin.com/in/amit-barzelay-172798202/ CV: https://amit-barzelay-portfolio.vercel.app/assets/Amit-Barzelay-CV.pdf This document contains the public page copy, project case studies, interactive explanations and media descriptions. Personal KPI ratios are humorous goals. ## Homepage and About I like making things work. I love turning messy processes into systems, building funnels that make sense, and my two dogs. Explore my work ↓ Creative Hub / An internal app [Image: The real Creative Hub request screen with Design, AI ad and Organic social options] One place to get things moving. ↗ The Big Ad Contest 22,226signups↗ [Image: Hope for the best. Insure for the worst. An independent Lemonade spec ad] Lemonade Spec Ads ↗ A few things I've made happen Selected work. An app built with Claude Code Creative HubOutput, organized. Good ideas live here. BRIEFED A new angle IN PRODUCTION Make it happen FOR REVIEW Ready when you are Creative Hub ↗ AI building / Creative systems AI-assisted buildingWorkflow designCreative operations [Image: The Big Ad Contest landing-page concept] 22,226people signed up The Big Ad Contest ↗ Campaign launch / Creator journey Campaign executionCustomer journeyCreator communications [Image: Paperwork tornado Lemonade spec ad] [Image: Hope for the best. Insure for the worst. Spec headline] Lemonade Spec Ads ↗ Independent spec work / Creative Creative thinkingCopywritingVisual storytelling [Image: Kaya Bites Rosh Hashanah greeting card in Hebrew] [Image: Kaya Bites holiday box contents card in Hebrew] Kaya Bites funnel ↗ Rosh Hashanah / Marketing funnel Funnel designOffer developmentCustomer insight Hi, I'm Amit. I'll probably build a system for it. My work moves between campaigns, customer journeys and the tools that connect them. I've built an internal app with AI, led creator partnerships, and co-founded a natural dog products brand. I like understanding how things fit together. Then I like making them fit together better. The longer version: my CV ↗ Personal KPIs Age 29/120Work in progress. Wife 1/1Target achieved. Dogs 2/3Room for growth. [Image: Amit Barzelay] Next step Got an interesting problem? I'm always up for a conversation about what we could build. Let's talk ↗ --- # Creative Hub An internal app for creative briefs, requests and team output tracking. Built with Claude Code for the Creative and User Acquisition teams. Context: ExpressVPN Year: 2026 Contribution: App design, AI-assisted building and creative operations Interactive reconstruction · sample data · not the production app ✳ Creative HubCreative × User Acquisition OverviewCreative requestsOutput reports From brief to ready. Try moving the sample concept through the workflow.Reset demo 01 / BriefedSample conceptA different way to tell the storyOne brief. One clear next step.Click or press Enter to move → 02 / In production 03 / For review Activate the sample concept to move it to the next stage. A simplified way to explore the workflow. No company data is included.Built with Claude Code The thinking behind the thing Give good work a place to happen. Creative requests, briefs and output tracking needed a shared home. I built an internal app for the Creative and User Acquisition teams, while connecting the people, automations and data around the workflow. ↗Understand how the team actually works before designing the system. ↗Bring briefs, requests and output tracking into one app. ↗Use AI to build a tool that the work required. The system, in one sketch A clearer next step. 1BriefWhat are we making, and why? 2CreateTurn the idea into creative work. 3ReviewGet the right people aligned. 4TrackUnderstand what the team delivered. 350team concepts in Q3Each with multiple variations. Delivered by the creative team. 1shared briefing and tracking app AIas a building tool The decision I cared about Start with the workflow and the people using it. A tool only earns its place if it helps real work move forward. My role versus the team’s output I built the app and the supporting processes. The 350 concepts were delivered by the creative team, with multiple variations per concept. What this demo shows The sample board illustrates a brief moving through stages. It is a simplified reconstruction, not a live connection to the internal app. ## Media --- # The Big Ad Contest A global AI creator challenge taken from idea to launch in five days. Amit owned the registration funnel, creator communications and judging process. Campaign totals: 960,795 social reach, 22,226 signups and 639 submissions. Context: ExpressVPN Year: 2026 Contribution: Registration funnel, creator communications and judging process [Image: The Big Ad Contest landing-page mockup, showing the challenge, prizes, judges and registration form] Original campaign landing-page mockup. Scroll inside to explore.Official campaign recap ↗ 960,795social reach 22,226signups 639submissions The thinking behind the thing Make entering as clear as the idea. The challenge was to take a global AI creator competition from idea to launch in five days. My part was the journey around participation: registration, creator communications and the judging process. ↗Build the registration funnel. ↗Make the requirements and next steps clear to creators. ↗Organize the journey from submission to judging. Explore the journey A campaign is a sequence. 01 / Brief02 / Launch03 / Participate04 / Judge 01 / Make the challenge clear A clear creator brief, a reason to participate, and a registration path that people could follow. The journey: clarify the brief, build the registration path, communicate next steps to creators, then organize submission and judging. What I owned Registration funnel, creator communications and judging process. The reported figures are campaign totals, not results attributed solely to my work. Reach and impressions are different 960,795 is the reported social reach. It is not labelled as impressions. What the five-day figure means The campaign moved from idea to launch in five days. The signup and submission totals accumulated during the campaign, not within those five days. ## All campaign stages ### 01 / Make the challenge clear A clear creator brief, a reason to participate, and a registration path that people could follow. ### 02 / Build the journey Connect the campaign page, registration, creator communications and entry submission. ### 03 / Keep creators moving Explain the next step after registration and make the requirements easy to find. ### 04 / Make judging workable Organize the submission and judging process so the campaign could move from participation to selection. ## Media - The Big Ad Contest landing-page mockup, showing the challenge, prizes, judges and registration form: https://amit-barzelay-portfolio.vercel.app/assets/contest-page.webp --- # Lemonade Spec Ads Independent, uncommissioned advertising concepts for Lemonade. Customer insights developed into visual metaphors and copy, including Hope for the best. Insure for the worst. No campaign performance is claimed. Context: Independent project Year: 2026 Contribution: Research, insights, concept development, copy and creative production 01 / The bridge02 / Another disaster03 / Hope & insure [Image: Lemonade spec ad: the pink wordmark bridges a canyon between a person and financial relief.] From insight to an idea The bridge to relief. People buy insurance for reassurance. After a loss, the distance between a problem and getting help can still feel enormous. The creative decision Make the brand the bridge between the customer and relief. Independent, uncommissioned spec work. This is not a Lemonade client engagement or a live advertising campaign. No performance results are claimed. The thinking behind the thing Start with a feeling. Find the visual. Insurance can be abstract until something goes wrong. I explored customer concerns, then turned them into visual metaphors and familiar phrases with a twist. ↗Research customer situations, concerns and product benefits. ↗Develop the insight, concept and headline together. ↗Create visuals and adapt the concept across formats. The creative set Three ways in. [Image: A person facing a canyon with the Lemonade wordmark forming a bridge] The bridge to relief. Make the distance between loss and help tangible.[Image: A tornado of claim forms and phones over a damaged house] Another disaster. The paperwork becomes the problem you can see.[Image: Hope for the best. Insure for the worst. Lemonade spec headline] Hope for the best. Insure for the worst. One word turns an expression into a message. Why these directions Each concept starts with a recognizable human concern: getting help, dealing with paperwork, or postponing protection until it is too late. What I would test Test whether the visual metaphor communicates quickly, whether the headline is understood, and whether the benefit is clear. These are proposed tests, not campaign results. ## All concepts ### The bridge to relief. Insight: People buy insurance for reassurance. After a loss, the distance between a problem and getting help can still feel enormous. Creative decision: Make the brand the bridge between the customer and relief. Image: https://amit-barzelay-portfolio.vercel.app/assets/deck-3-5.webp ### One disaster is enough. Insight: After something goes wrong, paperwork and chasing answers can feel like a second disaster. Creative decision: Turn the claims process into a visible storm of forms and phone calls. Image: https://amit-barzelay-portfolio.vercel.app/assets/deck-6-3.webp ### One word. A different ending. Insight: When nothing has gone wrong, insurance is easy to postpone. Creative decision: Twist a familiar expression: Hope for the best. Insure for the worst. Image: https://amit-barzelay-portfolio.vercel.app/assets/deck-9-5.webp ## Media - Lemonade spec ad: the pink wordmark bridges a canyon between a person and financial relief.: https://amit-barzelay-portfolio.vercel.app/assets/deck-3-5.webp - A person facing a canyon with the Lemonade wordmark forming a bridge: https://amit-barzelay-portfolio.vercel.app/assets/deck-3-5.webp - A tornado of claim forms and phones over a damaged house: https://amit-barzelay-portfolio.vercel.app/assets/deck-6-3.webp - Hope for the best. Insure for the worst. Lemonade spec headline: https://amit-barzelay-portfolio.vercel.app/assets/deck-9-5.webp --- # Kaya Bites funnel A five-day Rosh Hashanah campaign for Kaya Bites, September 14-18, 2025. A giveaway led into a limited offer with personal follow-up. The campaign generated 21 orders and ILS 4,585 in revenue. Follow-up and campaign tracking were manual. Context: Kaya Bites Year: 2025 Contribution: Co-founder and CMO / offers, campaign journey and follow-up [Image: Kaya Bites Rosh Hashanah greeting card in Hebrew] Kaya Bites · September 14-18, 2025 Attention is only the start. A short giveaway created a window for participation. A limited offer and personal follow-up gave that interest a next step. 1ParticipateThree-day giveaway. Story sharing was optional. 2ConsiderA segmented, time-limited 36-hour offer. 3PurchasePersonal follow-up and a clear next step. Original holiday greeting card with a reconstructed campaign journey.Five-day campaign · 2025 21orders ₪4,585campaign revenue 7buyers from personal follow-up From the original campaign report A look at the real thing. [Image: Original giveaway Reel insights screenshot showing 8,341 views] Original giveaway Reel insights: 8,341 views.[Image: Original Instagram account insights September 13-18: 55,951 views and 15,957 accounts reached] Account insights, September 13-18: 55,951 views and 15,957 accounts reached. Includes other account activity; these figures are not attributed solely to the funnel. The thinking behind the thing Build the journey. Then listen to people. The job was to connect a holiday campaign with a path to purchase. As co-founder and CMO, I worked across the offer, the funnel and follow-up. Campaign tracking and the personal follow-up were manual. ↗Keep participation simple: story sharing was optional. ↗Reserve time after the giveaway for a targeted offer. ↗Follow up personally and track the replies and buyers. One part of the funnel, made visible Follow-up that led somewhere. 53personal follow-ups 24replies 7buyers These are the personal follow-up figures, not the entire campaign funnel. Total campaign orders: 21. The small decision that mattered Sharing to stories was optional. Of 59 giveaway participants, 36 shared anyway. Reducing the entry requirement kept participation simpler while still generating shares. What I would change next The retrospective identified automation as a future improvement. The follow-up and spreadsheet tracking shown here were manual; Automation was a next step, rather than part of this campaign. How to read the results The campaign report records 21 orders and ILS 4,585 revenue across September 14-18, 2025. Seven buyers are recorded in the personal follow-up segment. Revenue is not profit. ## Media - Kaya Bites Rosh Hashanah greeting card in Hebrew: https://amit-barzelay-portfolio.vercel.app/assets/rosh-1.webp - Original giveaway Reel insights screenshot showing 8,341 views: https://amit-barzelay-portfolio.vercel.app/assets/rosh-reel.webp - Original Instagram account insights September 13-18: 55,951 views and 15,957 accounts reached: https://amit-barzelay-portfolio.vercel.app/assets/rosh-insights.webp --- ## Contact Contact Good things start with hello. A project, an opportunity, or a problem worth figuring out. I'd like to hear about it. barzelayamit@gmail.comCopy email LinkedIn ↗Download CV ↓ A short note is enough What's on your mind? Your nameYour emailYour messageOpen email draft ↗ Opens your email app. This site does not store your message or send it automatically. Email: barzelayamit@gmail.com LinkedIn: https://www.linkedin.com/in/amit-barzelay-172798202/