The Challenge

Fellow needed paid social creative that hit hard conversion targets while staying true to a premium coffee brand. The existing art direction was not built for the speed and volume that performance demands.

The Solution

I built a scalable creative system: a clear visual framework and a library of modular templates the team could decline into dozens of brand-consistent variations, then test and iterate at speed across paid social, without diluting the brand.

The Impact

Improved CTR
Stronger thumbstop performance
Higher early engagement (hook rate)
Overall ROAS uplift