Embedded Files
Branded Digital Creatives
Valentine’s Day Campaign
Business Type — DTC premium electric golf carts
Role — Wrote creative copy, provided visual direction to vendors, and ensured brand consistency across all campaign assets.
Approach — Leaned into minimal red accents, heart motifs, and couple-centered imagery to sell the experience of the game rather than just the product. Balanced seasonal relevance against evergreen brand standards to keep the creative feeling intentional rather than templated.
Strategic Focus — Referenced performance data and past creative benchmarks to guide vendor execution and maintain visual consistency across placements.
Creative Pitch – Bedding Brand
Business Type — DTC home and bedding products
Objective — Pitched creative improvements to the brand's existing social ads using performance design best practices.
Challenges — No formal brief and limited background on the brand. Turned around quickly with minimal prep time.
Approach — Built on existing assets rather than starting from scratch. Applied performance design principles, introduced motion through a GIF to break up static-heavy creative, and used lifestyle imagery to visualize post-purchase moments.
Strategic Focus — Wrote copy, selected imagery, and mocked up updated concepts presented as before and after comparisons to illustrate opportunities for stronger engagement.
Product Campaigns – Clean Beauty Brand
Business Type — DTC clean cosmetics
Role — Developed creative assets for key product campaigns with a brand-first approach across static and motion formats.
Objective — Showcase best-selling products through paid performance creative built for clarity and visual impact.
Approach — Applied performance design best practices and created A/B versions for each asset — testing one variable at a time (layout, CTA, or imagery) to generate actionable performance insights.
Strategic Focus — Balanced brand consistency with platform-specific needs to deliver cohesive creative across multiple formats without losing the brand's identity.
Paid Campaign – Formula Brand (Canada)
Business Type — DTC infant formula (Canada)
Role — Led creative direction, wrote copy, and guided development of audience-specific ad assets across paid channels.
Objective — Establish a cohesive visual system, improve creative performance, and align messaging with three distinct mom segments.
Approach — Audited existing creative and competitor landscape, developed a strategic brief and visual reference board, and designed minimalist assets tailored to each audience. A/B tested creative variables — lighter, more vibrant designs outperformed across segments.
Strategic Focus — Delivered static and motion ads optimized for paid channels, presented concepts in deck format, and supported ongoing testing cycles to inform future creative iterations.
Display Graphic – Influencer Agency
Business Type — B2B influencer marketing
Role — Collaborated on the original concept and led revisions resulting in the final approved design.
Objective — Deliver a refined display graphic that balanced playfulness with a modern, brand-aligned aesthetic.
Approach — Reduced copy, improved visual hierarchy, and modernized the layout based on client feedback. Managed revisions under a tight deadline across time zones.
Strategic Focus — Preserved the brand's playful tone while improving clarity and engagement — the before and after reflects the impact of applying performance design principles to an existing concept
Ad Campaign – Travel Accessories Brand
Business Type – DTC (Direct-to-Consumer) lifestyle and travel products
Role – Led strategy, creative direction, and copy for redesigned paid ads
Focus – Modernize visuals and tailor messaging for distinct audiences using limited assets
Approach – Applied trend-driven layouts, reduced copy, and simplified design to improve clarity and relevance. Directed a remote designer using mood boards and references.
Contribution – Presented two refreshed ad concepts (left) alongside original creative (right) to show improvements in structure, tone, and brand alignment
Other Social Ads
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