The brief was deceptively simple: find out which channels actually drive growth for Shopify POS. The creative answer was our "what if" campaign, a single question mechanic that could flex across billboards, bus shelters, social, paid search, video, audio, and email without losing its voice. As copy CD, I led the team to write 200+ assets in 20 days, across six cities and multiple segments in partnership with design. The constraint wasn't a limitation. It was the brief.