Case study · Creative strategy & performance

eCom Ads

Angles and hooks that made people stop, click and buy

Role Creative strategy & scriptwriting

Channels Meta, TikTok & YouTube

Brands eCom & DTC

Watch the ads ↓

The case study

Great products don’t sell themselves. Great angles do.

The audience

Start with people, not products

Every brief started with the people on the other side of the screen: who they are, what keeps them scrolling, what they complain about in the comments, and what it would take to make them stop.

The angle

Find the way in

I mapped each product against its audiences to find fresh angles (pain points, humour, education, social proof, seasonal offers) and turned every angle into hooks built to win the first two seconds.

The iteration

Write, test, repeat

Each angle became scripts and variations. Winners were scaled, losers were rewritten, and every result fed the next round of creative, so the ads kept getting sharper as the spend grew.

My role

Creative strategy & scriptwriting.

I strategized the ads around each brand’s audiences and products: researching what people actually cared about, building banks of angles and hooks, and writing the scripts behind every ad. All of it before AI tools existed: every hook, every script, every variation came from research and a blank page.

$600k+

Ad spend

$1.8M

Revenue generated

142

Ads & scripts written Pre-AI

The ads