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๐๐ฅ๐ข๐๐ง๐ญ / ๐๐จ๐ฆ๐ฉ๐๐ง๐ฒ :
E-commerce Product (Steal Fresh)
๐๐ก๐ ๐๐ซ๐จ๐๐ฅ๐๐ฆ ๐ญ๐ก๐๐ฒ ๐ก๐๐:
The brand needed an engaging, high-converting UGC ad that would resonate with the audience on social media platforms, particularly TikTok and Meta. Their previous ads failed to capture the audience's attention and did not drive conversions.
๐๐ก๐๐ญ ๐ ๐๐ข๐ (๐ฌ๐ญ๐๐ฉ ๐๐ฒ ๐ฌ๐ญ๐๐ฉ):
1. Created a 30-second UGC-style ad that follows a problem โ solution โ result structure.
2 . Focused on storytelling, emphasizing the real pain points of the audience (overwhelm, lack of organization).
3 . Used direct-response editing techniques to quickly grab attention and provide a simple solution in the shortest time possible.
4 . Designed the video in 9:16 vertical format to maximize impact on TikTok and Meta feeds.
5 . Focused on engagement-driven pacing to keep viewers hooked and encourage immediate action.
๐ง๐ต๐ฒ ๐ฅ๐ฒ๐๐๐น๐ :
Created a high-conversion UGC ad that directly spoke to the target audience's pain points.
The ad was structured to hold attention, improve audience engagement, and drive higher click-through rates.
Real-time impact: Demonstrated that short-form videos can not only entertain but also convert effectively when properly aligned with audience needs.
๐ฆ๐ธ๐ถ๐น๐น๐ ๐ฎ๐ป๐ฑ ๐๐ฒ๐น๐ถ๐๐ฒ๐ฟ๐ฎ๐ฏ๐น๐ฒ๐ :
UGC Video Editing
Direct-Response Ad Strategy
Short-Form Video Editing (9:16)
AI-Inspired Product Storytelling
Ad Creative and Conversion Optimization
๐ง๐ต๐ฒ ๐๐บ๐ฝ๐ฎ๐ฐ๐:
This project showcases my ability to craft high-conversion ads that donโt just capture attention but also drive meaningful results. I focused on understanding the audienceโs needs, building relatable storytelling, and ensuring that the message was clear, simple, and effective in converting viewers into customers.
Brand StrategyeCommerce MarketingCanvaSorasynthflow AiugcproductseccomercestoreproductfeedbackUGC Creation
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A few more pieces from my work on Syncโs identity.
The idea was to give this Greek car rental brand enough polish to sit next to the big names, with a personality of its own.
The pink was already there. I gave it more space and paired it with bold Greek typography and a frame inspired by a carโs side mirror.
Hereโs a closer look at how it works across the layouts.
โWe started with just a name and some vague ideas. They left us with a brand.โ Thatโs how our client described their experience working with us on The Growth Fit.
There was no existing identity to refine. Our job was to take an early-stage idea, understand what the brand needed to stand for, and turn it into a visual system with enough clarity and character to grow with the business.
That meant exploring, challenging our own decisions, and going back to the drawing board when something wasnโt landing well. The result was a system built around one central idea: the right fit, carried consistently through the identity, motion and brand touchpoints.
The complete project is live. If youโd like to see how the idea developed into the full identity system, you can explore the case study here: The Growth Fit
I love the colors!
At CRITER.AI, weโre building AI that helps migrants avoid expensive legal mistakes and visa bans by auditing Australian visa applications against immigration law. Weโve been getting a healthy amount of investor interest, but there was one recurring piece of feedback: our pitch deck was lackluster.
Fair enough. As a lawyer, my creativity usually goes into finding the legal issue everyone else missed, not deciding which shade of blue says โinvest now.โ
So we set out to change that. We chose Contra over its competitors because the caliber of people looked considerably stronger.
When I posted our request for a pitch-deck redesign, I expected a few people to reach out with quotes. As of today, we have had 303 applicants.
For a bootstrapped business, working through that volume was simply impossible. So we created a challenge:
โHere is my pitch deck. Pick the slide you think needs the most work, and show me what you can do.โ
What followed was fascinating.
101 applicants (around 1/3) never replied. Of those who did, around 10% simply reiterated what they had already said. One person replied that, with 250 applicants, they were not going to bother trying. lol.
Several asked whether the test would be paid. 12 sent a quote for the work to be paid first, after which I could decide whether to go further.
Less than 25% of the applications were obviously AI-generated. We are by no means AI-phobic, but the Claude watermark was perhaps a little too much. You know who you are dude!
2 people had trouble opening the Google file we sent. Iโm still not entirely sure why.
7 people were so impressed by the work they did that they watermarked it, labelled it โdraft,โ or otherwise made it impossible to download for further review.
12 people reached out through LinkedIn rather than the app; a further 18 emailed; and 1 person even called me.
18 people not only sent an example slide; they also signed up for our free immigration-advice beta test.
From 303 applicants, we narrowed the field to 15 people who were simply too good to ignore.
Every one of those candidates took the time to understand what we were trying to do, what CRITER.AI is about, and spoke to us as people rather than as another job listing. Two spotted mistakes in the pitch deck that we would not have noticed without them. Another created a 3-minute Loom presentation explaining the changes they made and why they mattered. Most went beyond the requested single slide. One applicant redesigned the entire pitch deck and sent it watermark-free.
It was a difficult decision, but the person we chose had just that little bit more talent than an exceptionally strong group. They not only showed that they understood what we wanted and impressed us with the slide they redesigned; they also suggested another slide we had never considered relevant, then created it using information we had not even provided.
They took our AI immigration-law business and made our pitch deck speak to investors on a human level.
Can't wait to come back to resign our website, social media and other design work.
Lovely and impressive!