Meta Advertising & Social Media Management
Performance-driven creative for paid social ads.
Overview
Started
June 3, 2024
My Role
Static ad designer, video editor, director, social media manager
Scope
Tools
I work as a multimedia designer producing static and video advertising for three consumer brands running paid campaigns across Meta platforms, including Facebook and Instagram. My role spans the full creative lifecycle—from concept development through final asset delivery—ensuring each piece is optimized for performance while remaining visually cohesive with each brand’s identity.
The Challenge
Designing for paid social ads demands speed, clarity, and constant evolution. Each brand has a distinct audience and visual identity, yet all creative must stop the scroll, communicate value immediately, and perform across multiple placements. The challenge was to consistently deliver engaging, high-performing creative while balancing brand consistency, platform best practices, and rapid iteration.
I developed a flexible creative system that pairs strong visual storytelling with performance-first design principles. Static and video ads are concepted with testing in mind, allowing variations in hooks, formats, and messaging while maintaining a cohesive look and feel. Close collaboration with a copywriter and production partners ensures ideas are efficiently executed and optimized for Meta’s fast-paced ad environment.
Story-First Creative Built for Scroll
Video concepts are developed collaboratively with a copywriter, with an emphasis on strong hooks, platform-native pacing, and clear narrative structure. I lead visual concepting and edit all video assets, shaping footage into concise, high-impact ads designed to perform across feeds, stories, and reels.
From Concept to Camera
For larger video shoots, I play an active role in pre-production and execution. This includes developing storyboards and shot lists, sourcing and hiring talent, providing visual direction for set styling, and coordinating with the production team. This involvement ensures the final footage aligns with creative intent and supports efficient post-production.
Inspiration with Intent
Each campaign begins with research into platform trends, competitor creative, and past performance insights. Reference imagery and video inspiration help establish tone, pacing, and visual direction before production begins.
Planning for Performance
Scripts and storyboards are developed collaboratively to align visuals with messaging and streamline production. This step ensures clarity before filming and helps maximize usable footage across multiple ad variations.
Designing the Shoot Before It Happens
Before each production day, I build detailed shot lists that map creative concepts to specific visuals. These plans account for framing, pacing, transitions, and on-screen text, ensuring every shot supports the narrative and can be repurposed across multiple formats. Shot listing allows the team to work efficiently on set while capturing footage that performs across feeds, stories, and reels.
Directing for Flexibility and Performance
During shoots, I help guide talent, framing, and pacing to ensure footage aligns with the original concept while leaving room for iteration. I work closely with the production team to adjust shots in real time, capturing variations that support testing and future campaign needs. This hands-on approach ensures the final footage is both visually strong and adaptable in post-production.
Designed to Convert
All static ads are designed independently from concept through execution. Each design emphasizes hierarchy, contrast, and clarity—ensuring messaging is easily understood at a glance while remaining visually aligned with the brand.
Extending the Campaign
In addition to paid assets, I collaborate with a writer to design organic social posts that reinforce campaign messaging and maintain a cohesive brand presence across platforms.
Cohesive Creative at Scale
This process resulted in a consistent library of static and video assets that align with each brand’s identity while remaining flexible for testing and iteration. Campaigns maintain a cohesive visual language across placements without sacrificing variety or creative experimentation.
Performance-Driven Results
The combination of strategic planning, collaborative production, and performance-focused design supported strong engagement and scalable campaign output across all three brands. Creative systems built through this approach continue to evolve alongside platform trends and performance insights.
$1.6M+
GROSS REVENUE
OVER 1.5 YEARS
2000+
TOTAL
DELIVERABLES
7.73
HIGHEST
ROAS
