Graza is a New York olive oil brand that launched in 2022 with two squeeze bottles, Sizzle for cooking and Drizzle for finishing, and grew on the back of creator content. I edited their paid social for the Sizzle & Drizzle Duo, working through Swishhh, the growth agency running their ad account.

The concepts and the testing strategy were theirs. Mine was the cut. Swishhh runs a testing system built to find winning ads, which means the edit is not the last step of the process, it is the unit being tested, and that pulls the work in a different direction than cutting a film does.

Most of this work had to survive a feed where an ad that announces itself as an ad has already lost. The footage came from creators filming themselves at home, and the job was to keep that texture intact while still landing a hook hard enough to hold someone through the first two seconds. Polish it too much and it stops sounding like a person. Leave it alone and it does not perform.

The second problem was volume with traceability. Twelve concepts, four variations each, two aspect ratios, up to three rounds of revisions. Every file had to be findable later, because an ad test is worthless if you cannot tell which cut produced the result.

Video editing

Hook iteration

Motion graphics and captions

Multi-format delivery

Cut from creator-shot UGC as the main source, plus production footage, commercial takes and stills.

Worked inside the agency's stack: briefs, scripts and scheduling in Asana, review and feedback in Frame.io, where notes land on the exact frame they refer to.

Worked from briefs that varied in detail. Some arrived with the takes chosen and the copy written. Others were just the concept, and selecting the material and testing hooks was mine.

Built four variations of every concept, mostly differing in the opening seconds, because the hook is the part being tested.

Built the caption and graphics layer to read as native: burned-in subtitles, keywords highlighted in the brand's green, myth cards, star ratings and real review screenshots dropped over the footage.

Delivered 9x16 and 4x5 from the same cut.

Named every file by concept, variation, format and revision round, so any result could be traced back to the export that produced it.

Not every piece needed to look homemade. This one is built from the brand's commercial footage, taken to fifteen seconds vertical, also ships in four versions that diverge only at the top.

Four or five cuts of every concept, differing where it counts. Same body, different opening, because the opening is the part being tested.

Adobe Premiere Pro

Adobe After Effects

Adobe Illustrator

Frame.io

Asana