Performance Creative
A data driven approach to creative advertising
I work with marketing teams to develop platform-first social advertising aligned with campaign strategy. By producing testable creative variations and adapting assets across placements and formats, campaigns can identify what resonates with audiences and optimise creative performance over time.
Creative variables
Creative built to test, learn, and improve campaign performance.
The opening seconds of an ad determine whether viewers continue watching or scroll past. Testing different hooks — such as bold statements, questions, or visually engaging openings — helps identify the approach that captures attention most effectively.
The same product or feature can often be framed in multiple ways. Testing different messaging angles and copy variations helps identify which value propositions resonate most clearly with the target audience.
Creative can be driven by typography, photography, video, or product visuals such as UI. Testing different visual approaches helps determine whether audiences respond better to text-led messaging or more visually driven storytelling.
Some creative introduces a problem and solution through a short narrative, while other ads focus directly on demonstrating a product or feature. Testing these structures helps identify whether audiences respond better to storytelling or clear product demonstration.
Some creative introduces a problem and solution through a short narrative, while other ads focus directly on demonstrating a product or feature. Testing these structures helps identify whether audiences respond better to storytelling or clear product demonstration.
From strategy to creative output
Strategy
Alignment
Understanding campaign goals, audience, and messaging to ensure creative supports the wider marketing strategy.
Script & Messaging
Developing clear scripts and hook structures that communicate the core message quickly within social-first formats.
Storyboarding & Design
Planning the visual structure of the ad, including pacing, transitions, supers, and messaging hierarchy.
Sound & Animation
Animation, audio, and motion design crafted to capture attention while maintaining clarity and brand consistency.
Adaptation & Testing
Creating variations and adapting assets across formats to enable testing and ongoing campaign optimisation.