This project focused on creating voiceover-led UGC Meta ads for The Protein Pancake using a mix of existing creator B-roll and additional supporting footage. The goal was to deliver scalable, performance-ready ad variations that still felt authentic and relatable to gluten-free consumers.
By pairing a strong narrative voiceover with proven visual assets, the ads were designed to feel native, informative, and emotionally resonant, without appearing overly sales-driven.
https://www.theproteinpancake.co/*
The Challenge
The Protein Pancake wanted additional paid ad creatives that could extend the life of their existing content while maintaining consistency in messaging and tone.
The key challenge was:
Turning existing creator B-roll into fresh, high-performing ad variations
Ensuring the voiceover felt natural and relatable, not scripted or promotional
Clearly communicating gluten-free and protein benefits without overwhelming the viewer
Creating multiple variations suitable for Meta testing and scaling
My Role
This was a fully self-managed project. I was responsible for:
Creative strategy
Script interpretation and voiceover delivery
Voiceover recording
Editing and ad variation creation
Supplementary B-roll filming
Final Meta-ready exports
Strategy & Creative Direction
The strategy was to let the voiceover carry the emotional connection, while the visuals reinforced trust and product credibility.
Key strategic decisions included:
Delivering a first-person, relatable voiceover centred on real gluten-free and protein intake pain points
Structuring the edit to align emotional beats in the script with supporting B-roll moments
Using a mix of existing high-performing creator footage and newly filmed B-roll to keep the ads visually fresh
Editing multiple variations to support creative testing within Meta Ads Manager
Rather than relying solely on visuals, the ads used storytelling and clarity to build trust before positioning the product as the solution.
Process
1. Client briefing and asset review
2. Script refinement and voiceover planning
3. Voiceover recording
4. Editing with existing creator B-roll
5. Filming additional B-roll to support key moments
6. Creating multiple ad variations
7. Final delivery
Deliverables
Voiceover-led UGC Meta ads
Multiple edited ad variations using mixed creator B-roll