From Producing Assets to Solving Growth Problems.

Cross-Functional Creative Production

Led designers, editors, writers, developers, and production crews on creative projects from concept and strategy through execution and delivery.

Industry

Corporate, government, NGO

Project Type

Creative direction & multi-discipline production

My Role

Creative lead / production manager

Commissioned to Produce

Campaign creative, corporate video, print and multimedia collateral

Creative Challenge

Translate institutional messaging into work that held attention and read clearly to non-expert audiences

Deliverables

Videos, key art, layouts, event and outreach materials

Marketing Video, Video Ads & VSL Production

Produced marketing videos, YouTube content, video advertisements, VSLs, and promotional content aligned with digital acquisition and sales funnels.

Industry

Digital products & services

Project Type

Direct-response video production

My Role

Producer / editor

Commissioned to Produce

Video ads, VSLs, and supporting promotional cuts

Creative Challenge

Hold attention through a long-form argument while keeping the offer and next step unmistakable

Deliverables

Master edits plus alternate lengths and thumbnails

Institutional Multimedia Outreach

Conceptualized a one-year communications strategy and directed multimedia materials for program outreach, messaging, and beneficiary communication.

Industry

Development program / public sector

Project Type

Communications strategy & multimedia direction

My Role

Communications strategist / creative director

Commissioned to Produce

Annual outreach plan and the multimedia assets to support it

Creative Challenge

One message system that worked for funders, field staff, and beneficiaries at once

Deliverables

Strategy document, video, print, and field communication pieces

TV Promo Production & Writing

Produced promotional content and scripted broadcast material for television, combining writing, editing, and visual storytelling.

Industry

Broadcast television

Project Type

Promo production & scriptwriting

My Role

Producer / writer / editor

Commissioned to Produce

On-air promos and segment packaging

Creative Challenge

Communicate a program's promise and tone in 15–30 seconds

Deliverables

Scripts, voice direction, finished promo edits

Web & Mobile Product Delivery

Led development teams delivering accounting, HR, payroll, and inventory systems, translating complex requirements into sprints, QA, and releases.

Industry

Enterprise software

Project Type

Product & delivery management

My Role

Project lead

Commissioned to Produce

Working web and mobile systems against a defined scope

Creative Challenge

Turn ambiguous business requirements into buildable, testable increments

Deliverables

Release-ready features, QA cycles, documentation

DTC Wellness Subscription — Cold-Audience Concept

Independent Strategic Exercise — Not Client-Commissioned.

Business / Product Context

Recurring-revenue wellness product in a crowded category

Target Audience

Time-poor professionals who have tried and abandoned similar products

Awareness Level

Problem-aware, solution-skeptical

Customer Problem

Believes the category "doesn't work for people like me"

Creative Hypothesis

Leading with honest acknowledgement of past failure lowers resistance faster than a benefit claim

Angle

"You didn't fail the routine — the routine was built wrong."

Hook

Open on the half-used products in a bathroom drawer

Ad Concept

Founder-style monologue, single take, captions-first

Creative Execution

15s and 30s cuts, static carousel restating the angle, 3 thumbnail directions

Landing-Page Connection

Hero headline mirrors the hook; first section answers "why this time is different"

What I Would Test Next

Hook A (drawer) vs. Hook B (calendar) vs. Hook C (price-per-day framing)

B2B SaaS Onboarding Tool — Message-Angle Study

Independent Strategic Exercise — Not Client-Commissioned.

Business / Product Context

Onboarding automation tool competing on "faster time-to-value"

Target Audience

Heads of customer success at 20–200 person software companies

Awareness Level

Solution-aware, comparing vendors

Customer Problem

Can't prove onboarding is the churn lever without weeks of manual analysis

Creative Hypothesis

A specific internal metric ("day-14 activation") outperforms generic "reduce churn" language

Angle

"Stop guessing which onboarding step loses the account."

Hook

A funnel chart with one step circled in red

Ad Concept

Annotated screen-recording walkthrough, 25s

Creative Execution

LinkedIn-native video, matching single-image variant, gated teardown as the offer

Landing-Page Connection

Above the fold shows the same circled-step visual and a 2-line explanation

What I Would Test Next

Metric-specific angle vs. peer-benchmark angle vs. time-saved angle

Meta Ad Teardown — Skincare Cold Traffic

Independent analysis. Not commissioned by or affiliated with the brand.

• What I NoticeThe ad opens on a polished product shot with a discount overlay before any problem is stated.
• What I Think the Creative Is Trying to DoDrive clicks on price to a broad audience and rely on the landing page to sell.
• Where I See FrictionCold viewers have no reason to care yet; the discount reads as "generic promo" and the landing page repeats the same shot without addressing skepticism.
• What I Would TestA problem-first opening (visible skin concern, 2s) against the current product-first cut, holding audience and budget constant.
• How I Would Improve the Customer JourneyMatch the ad's opening claim to the landing-page headline, move proof and ingredient rationale above the fold, and delay the discount until after the value is established.

Landing-Page Breakdown — Productivity App Free Trial

Independent analysis. Not commissioned by or affiliated with the brand.

• What I NoticeThe hero leads with a feature list and three competing CTAs above the fold.
• What I Think the Creative Is Trying to DoAppeal to every segment at once and let the visitor self-select.
• Where I See FrictionNo single promise, so the visitor has to assemble the value themselves; the triple CTA splits attention and lowers commitment.
• What I Would TestOne outcome-led headline and a single primary CTA against the current layout.
• How I Would Improve the Customer JourneyCarry the acquisition-source message straight into the hero, show the product doing the one job that matters within the first screen, and defer secondary paths to lower on the page.