people buy feelings.
i build the creative that sells them.

Cloud Nine didn’t need fixing. It had a great product and real momentum, and I joined in-house for the expansion stage. The challenge was growing past a function-first playbook (weighted feel, built-in fidget, aromatherapy) while look-alike hoodies kept launching. Features can be copied. The heart of a brand can’t, and that’s where my blend of branding and performance comes in.

The functions already do the calming. What moves people is the desire and the emotion behind them: chewing without being noticed, getting through a flight without falling apart, a small private way to reset. People buy the feeling, and each audience wants a different one.

Broke the function-by-function strategy and built an avatar sophistication system. Self-buyers are split into coded sub-avatars (anxiety, overstimulated, ADHD, autism) and mapped against awareness levels. Every concept now starts from a desire or an emotional tension, and that is written into the naming so each result feeds the next brief. With the in-house design and editing team, I diversified the formats: statics, carousels, UGC, a founder video and search-bar hooks.

Tallow skincare leans hard on “avoid harmful chemicals” fear messaging: a lever the whole category was already pulling, defensive and saturated.

“Minimal ingredients” (pride and simplicity) consistently out-pulled “avoid harmful chemicals” (fear). And a Contrarian + Listicle structure emerged as the highest-performing format DNA, a finding we could press on repeatedly.

Rebuilt the persona set to four sharp profiles, audited every live concept for persona fit, and shipped a performance creative roadmap. Solved the product-photography bottleneck with an AI workflow: compositing AI-generated backgrounds with real product shots, since generators can’t reproduce exact packaging on their own.

Ingrown-hair and razor-bump care is a low-status, problem-aware category. People buy it quietly and never post about it, so creative defaulted to clinical “fix your flaw” messaging that capped reach and resonance.

The product’s real job wasn’t hiding a problem. It was the confidence of smooth, show-it-off skin. Reframing from the flaw to the after-glow opened the door to aspirational, scroll-stopping creative.

Built a persona-led concept pipeline and a biweekly testing cadence on live performance data. Codified a repeatable static formula (top-down flat lay, tight product cluster, pale pastel ground matched to the badge color, photoreal anchors) so winning visuals could be reproduced, not re-guessed.

Protein is bought on price and flavor, and shoppers assume whatever is in the tub is safe. Recent heavy-metal headlines around protein powders cracked that assumption, yet most brands either ignored it or leaned on pure fear.

The category was wide open for a brand that could make purity feel like an upgrade instead of a warning. Third-party testing, grass-fed beef isolate and a gut-friendly, dairy-free formula were proof points the audience had never been walked through. Comparison and education layouts carried that story far better than lifestyle shots.

Led creative for the Dulce de Leche flavor launch, building it around a purity and heavy-metal-safety wedge so “cleaner” read as better, not boring. Paired the science with dessert-level crave and a women’s-biology angle, and pressed on comparison and ingredient-math creative as the repeatable format DNA.

Boutique fitness franchises all hit the same wall at once: every new studio needs a steady flow of local trial sign-ups, fast, on a lean budget, with no in-house marketing team. And whatever works for one location has to be repeatable at the next.

The lever wasn’t a single clever creative: it was congruence, repeated. An irresistible intro offer (“7 days for €7”, “5 classes for $79”), a landing page that paid off the exact promise in the ad, and instant lead routing so no trial slipped away. Because the model repeats, the real unlock was a funnel that could be redeployed location by location: same offer logic, same spine, localized creative.

Owned the acquisition funnel end to end across 25 F45 and FS8 franchise accounts in Spain, the US, Canada and the EU: built and ran the Meta campaigns, wrote and produced the direct-response creative (video and static, bilingual EN/ES), built the landing pages and pipelines in GoHighLevel, and wired the automation in Zapier so every lead flowed straight into booking and follow-up. Then optimized on performance, iterating hooks, offers and audiences to hold cost-per-lead down as creative fatigued, and redeployed the winning funnel to the next studio.