My work & the strategy behind it

Because pretty creative is nice. But I'm more interested in why it exists.

The work below is spec creative, built from deep customer, competitor, category, and brand research.

Each project starts with the same question:

Who are we trying to move, what does she need to hear, and why would this idea earn a place in the testing roadmap?

Then I build across different awareness stages, motivations, objections, and creative jobs.

Black Girl Vitamins

Spec Meta creative 5 statics

The thinking behind the set

The research showed Black Girl Vitamins had something most supplement brands don't: real cultural relevance and real clinical credibility. But the creative had more room to use the clinical side, speak to different life stages, and turn customer objections into angles.

So I built the set to meet women at different stages of awareness:

Identity: Make her feel seen before selling.
Diagnostic curiosity: Open a fresh problem-aware angle.
Word-of-mouth proof: Make discovery feel like the group chat.
Objection handling: Turn sugar concerns into a reason to reconsider.
Outcome proof: Give product-aware buyers more evidence to lean on.

The goal was five strategically different ways into the brand, built around distinct motivations, objections, and levels of readiness to buy.

See the research behind the work

Dr. Berg Nutritionals

Spec Meta creative 5 statics

The thinking behind the set

The research pointed to a highly self-educated, skeptical B12 buyer who's often still exhausted despite “normal” bloodwork, has already tried cheaper supplements, and wants a real reason to believe this formula will feel different.

So I built the set to meet her at different stages of awareness:

“Normal labs” curiosity: Speak to the buyer who knows something still feels off.
Mechanism: Explain why this B12 may work differently.
Native conversation: Make the problem feel familiar and easy to enter.
Product education: Give solution-aware buyers the formula, benefits, and value fast.
Testimonial proof: Reinforce the outcome the research repeated most: sustained energy.

The set moves her from “something still feels off” to “now I understand why” to “this formula looks different” to “people like me are noticing a difference.”

See the research behind the work

Javvy Coffee

Spec Meta creative 4 statics

The thinking behind the set

The research showed the strongest opportunity wasn't simply another protein drink. Javvy's Refreshers could sit at the intersection of the afternoon treat, the sugary café-drink replacement, and the lighter alternative to a heavy protein shake. The audience also split into distinct groups, from macro-trackers to busy professionals and sugary-drink switchers, with taste, price, and subscription friction shaping the purchase.

So I built the set around different motivations and stages of awareness:

Visual product proof: Make “clear protein” instantly understandable.
3PM comparison: Own the afternoon café-drink occasion.
Humor + lifestyle: Sell the ritual change through a pattern interrupt.
Novelty: Make “a coffee company made a protein pink drink” the hook.

The goal was to give Javvy multiple ways into the same product, depending on whether she's chasing protein, replacing a sugary ritual, looking for a lighter afternoon pick-me-up, or simply curious enough to stop scrolling.

See the research behind the work

Black Girl Vitamins PCOS Relief

Spec advertorial long-form conversion

Read the full advertorial

The thinking behind the piece

This advertorial was built for a solution-aware Black woman with PCOS who already knows the usual options, has probably tried several of them, and is arriving skeptical after years of chin hair, stubborn weight, irregular periods, and feeling dismissed.

So the story moves her through a simple belief journey:

Recognition: Start with a painfully familiar PCOS ritual.
Validation: Show her the piece understands what she's already tried.
Reframe: Give her a fresh way to understand what's driving the symptoms.
Mechanism: Make the formula feel meaningfully different.
Proof: Stack testimonials, data, doctor credibility, and risk reversal.
Payoff: Bring it back to the deeper desire: feeling like herself again.

The first-person editorial format was deliberate. This buyer already knows PCOS exists. The job was to make her feel understood first, intrigued second, and confident enough to keep reading until the product earns the sale.

See the research behind the work

What all of this has in common