Recent paid social ad creatives.
A mix of UGC, static and concept led creative I built for brands to test, learn and scale.
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![Advertisement image displaying handmade boots, with various styles shown including knee-high and calf-high boots in different colors and designs.]()
Le Chameau | Luxury Fashion
under construction - check back soon
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![Young woman holding sign that reads 'Plants You Need' in a plant nursery]()
GrowTropicals | Rare & Unusual Houseplants | Ecom
I led paid creative strategy during a key growth and testing phase, ideating, filming and producing over 100 assets myself and worked collaboratively with the external paid media team to work at pace.
The win: 9.3x and 10.45x ROAS.
300 - 400 conversions from a single asset.
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![Two hands with multiple rings and bracelets, placed on sand. Text overlay says "How Louise Carter ruined all my jewelry."]()
Louise Carter | Jewellery | Ecom
I tested multiple variations of the ‘3 things’ format to find what converted best and leveraged use of AI to produce assets at pace.
The win: 5.65 ROAS (industry average of 2.5).
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![A woman stands next to a whiteboard with handwritten notes on personal and relevant life insurance, with the cost listed as £1,000. Subtitles say, '£1,000 a year policy doesn't actually cost £1,000 a year.']()
I Got Cover | Insurance | DTC
Developed high impact UGC concepts to humanise complex insurance for a millennial UK audience (scripting, directing and producing end to end).
The win: hero asset 139% ROI and 1.7M+ total views and 2nd top performing asset 48% ROI.
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![Female Invest]()
Female Invest | Finance Education | B2C
Mapped and tested a message hierarchy around value led hooks and culturally relevant angles like 'Girl Math' at each customer awareness stage to find what drove sign ups + membership growth.
The win: CTR 50% above platform average, 1.55% vs 1.0% & link CTR 0.66% vs 0.51%.
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![Hand holding a metallic digital detox ornament resembling an atom with the label "functions without power", on a green background, featuring a Trustpilot review with a one-star rating and quote "An accidental digital detox".]()
Kala Pocket Sundial | Ecom
A full 360 role. I identified 2 new ICPs beyond the brand's traditional positioning, briefed creator partnerships and leveraged AI to produce statics and short form video assets mapped to awareness stages, with an optimisation plan ready for testing.
The win: full creative foundation and a clearer picture of who their next customers are.
CREATIVE OUTPUTS: UGC ads, Short form paid social videos AI assisted video, Static ads, Concept led statics, Ad copy, Hooks + messaging , Creative iterations + variations.
UGC + creative strategy
case studies
Click the + to see exactly what impact I made for each brand. Please note that these days you will find me behind the camera doing the strategy work!
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I strategised and created a series of paid ad assets for financial education platform female invest. The brand’s campaign goal was to drive free webinar sign ups, grow memberships and increase brand awareness through fresh ad angles. I developed the scripts and produced ad assets that were value first and relatable.
For example, in 1 video I broke down simple steps to organise your money (like building an emergency fund) and incorporated soft education naturally. We also tested fun and on trend creative angles such as 'girl math.'
Results:
Meta tracked over 300 sales influenced by one of my ads.
• CTR (all): 1.55%, over 50% higher than average
• CTR (link): 0.66% vs 0.51% average
• CPM: £18 vs £17
• Average Video Play Time: 5 seconds vs 3
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I was briefed by Richmond & Towers agency to creatively ideate, script and produce a high energy short form UGC paid ad for the brand Rustlers’ new product the epic double cheeseburger. The ads goal was to put taste front and centre to encourage shoppers to head to the supermarket and try the new product.
Results:
The content ran across Instagram, TikTok and Snapchat over a x3 month period.
The agency asked me to produce additional UGC ads for their other FMCG clients.
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I was briefed via Creative Race agency to create a series of paid ad assets for Northern and showcase destinations accessible by train. Two of the ads I created highlighted interesting things to do in Bradford, and in another I did the ad on a wholesome autumn day out in Sheffield. The goal was to show how easy and enjoyable it is to travel with Northern and to encourage viewers to book in advance to save.
Results: The strong performance of the ads led the brand to extend their usage.
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I worked with income protection and life insurance broker IGC to create a series of assets that were optimised for both paid and organic social and performance channels.
I initially came on in a freelance content creation ‘execution only’ role but I quickly identified that while the scripts that were provided were technically accurate they weren’t connecting emotionally with the brands target millennial audience.
I collaborated with the in house team to reshape the messaging and introduced a system where each asset had a single pain point to make the ads feel more organic. This naturally evolved my role into a creative strategist position after my deep dive audit uncovered trust gaps that were causing buyer’s remorse.
Results:
The Tenner Test video achieved 139.42% ROI, 664k TikTok views and just over 1.08 million Meta. View this ad here.
Call No One Wants video reached 48.69% ROI, 121k TikTok views and 141k Meta impressions (to date).
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I worked via an agency for SKY to create organic content for the launch of the SKY VIP Lounge at the First Direct Arena in Leeds.
The deliverables were an instagram story and a voice over reel which SKY boosted through a paid partnership.
Results: 205k views, 247 likes and 32 saves (to date).
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I worked with First Direct through agency We Are Social. I was briefed to take their ‘worry spiral’ concept and turn it into a fun, talk to camera, organic feeling asset for their paid ad channels. Watch the ad here.
Results: 8.4 million views on TikTok.
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I worked with the period care brand Daye to create paid ads for their performance channels. The campaign performed exceptionally well and was described as one of the best performing ads the brand had ever run.
Results: The ad generated over 65+ orders, reached 143,681 people and achieved 430,785 impressions.
CPM of €15.88
CPC of €2.96
2,311 clicks across all audiences.
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I worked on a Planta × GrowTropicals collaboration to create a series of paid ad assets for the plant care app. I strategised and led the creative ideation, filmed the content in house and edited the assets.
For GT I created over 100+ evergreen and seasonal creative assets for paid ads and worked closely with the external paid social team to iterate ads based on Meta performance data.
Results: A number of paid ads I created for GrowTropicals achieved up to 11x ROAS.