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042021—Present

Performance Creative & Multimedia

Performance-led static, motion and multimedia work developed across platforms, formats, hooks and campaign variations.

Role

  • Creative Strategist
  • Multimedia Lead

Discipline

  • Meta
  • Google
  • Motion
  • Creative Testing

Year

2021—Present

Performance Creative and Multimedia cover: a dark editorial layout with the title beside an illustrative analytics card, a video-player tile showing a sprinter, and a product tile reading Speed, Focus, Results. The chart is a decorative mockup, not campaign data.

01

Business context

Paid channels reward creative that is built for the platform, tested in variations and refreshed on a production rhythm. Delivery spans Meta, Google, social, web, mobile app, CRM and video placements.

02

The challenge

Move from making individual ads to defining the concept, hook and format system that performance creative is produced against.

03

Role & responsibilities

I develop creative routes, hooks and format variations in coordination with performance-marketing requirements. Testing decisions and media results may be owned jointly with the performance team, while I focus on creative strategy, production and variant development.

  • Define creative concepts against media objectives.
  • Develop hook and messaging approaches.
  • Direct motion and short-form video production.
  • Plan creative variations and channel adaptation.
  • Contribute senior hands-on execution where required.

04

Strategic approach

  1. 01Begin from the campaign objective, audience context, offer and placement.
  2. 02Develop alternative visual hooks, opening frames and messaging routes that can be evaluated across channels.
  3. 03Build channel-specific formats rather than resizing one master.
  4. 04Keep a production process that can sustain refresh volume.

06

Solution & capabilities

  • Meta and Google paid-media concepts
  • Motion and short-form video
  • Creative variations and adaptation
  • Hook and messaging approaches
  • Channel-specific formats (9:16, 1:1, 4:5, 16:9)
  • Display and channel-specific adaptations
  • Performance-oriented production process

08

Outcome & status

The number of variants depends on the campaign, placement, messaging route and test requirement.

  • The work demonstrates how campaign concepts can be adapted into multiple hooks, formats and motion treatments while preserving a consistent visual system.
  • Quantitative performance results cannot be published.

09

Decks

2 planning documents, 22 pages in total. Open one to scroll through it page by page.

10

Video

14 campaign films. Hover to preview, click to open. All clips are silent — audio is stripped, so nothing plays sound.