paid social, with actual creative direction.
I make social-native performance creative for brands that want the speed and modularity of UGC without everything looking like UGC.
strong concepts, sharp hooks, good writing, intentional production and an edit that actually feels considered.
created to perform on socials.
made to not look like slop.
my approach keeps what works about social-native advertising: immediacy, specificity, strong hooks, fast pacing, clear product communication; and brings more taste to the writing, direction, production and post.
hooks, hooks, hooks
one concept shouldn't mean one ad.
the opening is one of the biggest variables in performance creative, so I usually develop multiple hooks around the same core concept.
that could mean a different first line, visual, problem, audience, framing or point of tension.
more than one way into a product
different products, audiences and moments need different creative approaches. I build across a range of formats depending on the story we're trying to tell:
founder stories
make the people behind the product part of the reason to care.talking heads
direct, human communication built around a strong idea or behavior.storytelling
start with a relatable moment, tension or observation and let the product enter naturally.product explainers
make what the product does immediately understandable without making it feel like a demo video.us vs. them
create contrast around the old behavior, competing solution or status quo.thought/industry leader content
use expertise, cultural observations or a strong point of view to earn attention before introducing the product.
are you a brand looking for tasteful ads?
Let’s work! Reach out to me here.