The Challenge: Brands in health & beauty, hospitality, and lifestyle apps needed short‑form ads that could stand out in fast‑scrolling social feeds, either to build awareness or drive conversions.

The Insight & Approach: I recognised that attention drops within seconds on social platforms. To sustain engagement, I:

Identified the strongest visual and narrative hooks in raw footage to front‑load the story.

Structured edits with rhythm, pacing, and sound design that matched the emotional tone.

Ensured each ad delivered a clear payoff aligned with the brand’s value proposition.

When briefs were open‑ended, I developed creative concepts and storylines from scratch.

The Outcome: I shaped raw footage into compelling, platform‑ready stores. The ads delivered concise, engaging narratives that held attention and communicated brand value clearly.

I worked on the Heights ads as a freelance video editor, brought in through a creative agency. My role was to edit their ads for maximum engagement: create a visual hook within the first 3 seconds and maintain viewer retention throughout.

I had to choose the different parts of the ads: hooks, middle sections, CTAs, and b-roll, from a variety of options, selecting the ones I felt would resonate best with the target audience.

I incorporated b-roll footage and split-screen layouts for visual variety, as well as memes and graphics to bring a lighter tone, which was unusual in the niche. The thought was it could help the ad stand out and highlight key parts of the message. I also added screenshots of reviews to provide social proof and motivate viewers to take action.

For Bevel, I edited a UGC piece that deliberately broke from the high-energy, rapid-cut style typical of the grooming industry. Instead, with the brand we decided to lean into a slower, more intentional pace, creating an intimate tone that invited viewers to sit with the product rather than be sold to.

I enhanced the warmth through colour grading, soft music and a slower rhythm that echoed the ritual of self-care. The video positioned Bevel not as just a razor, but as part of a ritual worth savouring

For Bounce, I edited ads designed to hook viewers within the first seconds through fast cuts, dynamic music, and visual motion. I assembled clips at a pace that mirrored the excitement of travel and discovery, matching the scrolling behaviour of the digitally-savvy target audience while maintaining attention throughout.

I layered in music, sound effects, and animated captions to communicate the offer clearly, even with sound off.

For the second video, I was tasked with building an ad from various B-roll clips. I wrote the copy, selected footage that best supported the messaging, and crafted a short, punchy ad that conveyed Bounce's core benefits: freedom, convenience, and spontaneity.

For Everstride, a compression sock brand targeting women over 50, I had to take a different approach. Fast cuts and rapid zooms that are effective for younger audiences, felt jarring and untrustworthy for this demographic. Instead, I prioritised clarity, breathing room, and a longer format that allowed the message to land.

I let shots hold longer, gave text time to be read, and structured the narrative to educate rather than overwhelm. The pacing built trust by respecting the viewer's attention rather than demanding it.

For Muzz, I created performance ads using the B-roll provided, shaping the concept through copy, messaging, and CTA to build clear, engaging narratives.

Since the source footage was limited, I used graphics, cut-outs, and layered visual elements to add variety and keep the edit visually dynamic. These additions helped maintain audience attention, while also reinforcing the key message and making the ads feel more more engaging.