Creative Strategist — Performance & AI Production

Turning performance insights into creative systems that scale.

Creative Strategist with a Performance Marketing background. Media buying taught me how advertising platforms work and what drives performance. Today, I use that knowledge to develop creative concepts driven by insight, not intuition.

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Creativity without strategy is just decoration.

  1. Business Goal
  2. Consumer Insight
  3. Creative Hypothesis
  4. Concept
  5. Production
  6. Testing
  7. Creative Performance Analysis
  8. Iteration

I start with a business objective and an audience insight. From there, I develop a creative hypothesis, turn it into concepts and briefs, test the work across platforms, and use performance data to guide the next iteration.

Case Study 1 - Molinard Parfums

Luxury / Fragrance

Making an invisible product feel tangible

Business Goal

Drive online conversion for a product consumers cannot experience digitally.

Audience Insight

When buying fragrance online, consumers cannot smell the product. They rely on visual cues, ingredients and atmosphere to imagine the scent.

Creative Hypothesis

If each fragrance was placed inside a recognizable sensory world built around its key note, audiences would be able to imagine the scent more easily and develop stronger product desire.

Creative Execution

  • Winning Concepts
  • Sensory Worlds
  • Hero Statics
  • Product Variations
  • AI Production
  • Scaled Iterations
Molinard — Figue sensory world Molinard — Violette sensory world Molinard — Ambre sensory world Molinard — Citrus Noir sensory world Molinard — Muguet sensory world Molinard — Osmanthus sensory world Molinard — Patchouli sensory world

Performance

  • CTR2.8%
  • CPA34.20€
  • CVR4.1%
  • ROAS5.6x
  • CPM$9.80

Learnings

Figue and Violette emerged as winning visual territories. I scaled the concept across the range, adapting ingredients, textures and environments to each fragrance while preserving a consistent creative system.

Case Study 2 - Carel Paris

Fashion

Acquiring new customers through product-led storytelling

Business Goal

Drive new customer acquisition by making Carel's products and brand identity immediately understandable to unfamiliar audiences.

Audience Insight

New audiences need both desire and reassurance: an iconic product to remember, a cultural reason to care, and clear proof of quality, comfort and craftsmanship.

Creative Hypothesis

By combining hero products with editorial proof, cultural relevance and concrete product benefits, Carel could become easier to understand and more compelling to first-time customers.

Creative Execution

  • Hero Product
  • Social Proof
  • Cultural Relevance
  • Product Benefits
  • Heritage
  • Market Adaptation
Carel — hero product visual Carel — Emily in Paris cultural relevance Carel — Kina hero product Carel — Made in Italy heritage Carel — Made in Italy craftsmanship Carel — Mini Sorbonne product benefits Carel — Mini Sorbonne product benefits Carel — sensory storytelling Carel — social proof Carel — market adaptation, NYC

Performance

  • CTR3.4%
  • CPA51,90€
  • CVR3.6%
  • ROAS4.9x
  • CPM$8.40

Learnings

Acquisition creative was strongest when the product carried both an emotional story and a clear reason to believe. The "Crunchy" creative ad reached 3x the usual reach, and the visual featuring Lily Collins remained a top performer for months.

Case Study 3 - Evidens de Beauté

Beauty / Skincare

Explaining product value without losing premium appeal

Business Goal

Drive conversion by making complex skincare benefits, ingredients and routines easier to understand.

Audience Insight

Luxury skincare customers need both rational proof and emotional reassurance: they want to understand why a product works without losing the sense of exclusivity and sophistication.

Creative Hypothesis

By translating science, ingredients, benefits and usage into clear premium visual stories, Evidens could make product value easier to grasp and strengthen purchase confidence.

Creative Execution

  • Scientific Proof
  • Ingredient Storytelling
  • Benefit-led Creative
  • Clinical Evidence
  • Routine Education
  • Luxury Visual System
Evidens de Beauté — laboratory effect, scientific proof Evidens de Beauté — laboratory effect Evidens de Beauté — ingredient storytelling Evidens de Beauté — before/after clinical evidence Evidens de Beauté — rich cream, benefit-led creative Evidens de Beauté — the extreme serum Evidens de Beauté — Saho présentation Evidens de Beauté — l'échiquier creative Evidens de Beauté — sell the set

Performance

  • CTR2.3%
  • CPA42.50€
  • CVR3.1%
  • ROAS6.2x
  • CPM$11.60

Learnings

Product education became more effective when rational proof was paired with a strong luxury visual language. The "clock" creative ad achieved the highest ROAS.

Case Study 4 - Yepoda

Beauty / Skincare

Making skincare benefits instantly understandable

Business Goal

Drive conversion by helping consumers quickly understand which product fits their needs and why it works.

Audience Insight

In a wide skincare range, consumers can hesitate when product differences, benefits and usage are not immediately clear.

Creative Hypothesis

By focusing each asset on one consumer problem, one product benefit and one clear reason to believe, Yepoda could make the range easier to navigate and more convincing to buy.

Creative Execution

  • Problem / Solution
  • Benefit-led Hooks
  • Before / After
  • Product Education
  • Usage Context
  • Social Proof
Yepoda — Don't Buy This, problem / solution Yepoda — Full Glow Set, problem / solution Yepoda — Repair Hero, benefit-led hook Yepoda — Porefect Pad, before / after Yepoda — Bubble Dubble, product education Yepoda — Depuff Eyespresso, usage context Yepoda — Dewy Day, social proof Yepoda — blush Yepoda — gloss Yepoda — SPF, usage context

Performance

  • CTR2.7%
  • CPA14.90€
  • CVR5.4%
  • ROAS4.1x
  • CPM$6.90

Learnings

The strongest concepts reduced complexity by turning product features into clear, consumer-friendly outcomes. The ad featuring inflatable buoys has been running for weeks now.

Case Study 5 - TrimRx

Health / Weight Management

Turning a complex medical offer into a clear action

Business Goal

Drive qualified conversions for a US weight-management program by making the offer feel simple, credible and results-oriented.

Audience Insight

Consumers are interested in weight-loss solutions but may hesitate when the treatment feels complex, clinical or difficult to evaluate. They need a clear outcome, a simple explanation of the program and strong reasons to trust the offer.

Creative Hypothesis

By translating the treatment into familiar visual metaphors, clear benefit statements and direct-response messaging, TrimRx could make the program easier to understand and more compelling to act on.

Creative Execution

  • Outcome-led Messaging
  • Visual Metaphors
  • Program Education
  • Benefit Breakdown
  • Direct-response Hooks
  • US Market Adaptation
TrimRx — outcome-led messaging TrimRx — direct-response hook TrimRx — visual metaphor TrimRx — benefit breakdown TrimRx — program education

Performance

  • CTR3.1%
  • CPA$38.60
  • CVR2.9%
  • ROAS3.8x
  • CPM$13.20

Learnings

The clearest concepts reduced complexity by leading with a tangible outcome, then supporting it with simple program benefits and a direct next step.

AI doesn't replace creativity.
It accelerates it.

Generative AI tools I use across image, video and creative production.

ChatGPT
Gemini
Nano Banana 2
Seedream 4.5
Flux
Kling 3.0
Seedance 2.0
Higgsfield
Krea.ai
Pletor.ai

My creative decisions are driven by data.

Before becoming a Creative Strategist, I managed Meta, Google, Tiktok and Pinterest campaigns. That experience taught me how to diagnose creative performance, identify what is holding an ad back, and turn those signals into stronger concepts and testable hypotheses.

The indicators I use to make decisions:

  • CTR
  • Hook Rate
  • Thumb Stop Rate
  • CPM
  • CPA
  • CVR
  • MER
  • ROAS
  • Session recordings
  • Heatmaps

They trusted me

Carel Molinard Marcia Evidens de Beauté Olivier Midy Baccarat Kavayn Le Vian Manfield Yepoda

Skills & Expertise

Creative

  • Creative Strategy
  • Concept Development
  • Consumer Insights
  • Creative Briefs
  • Copywriting
  • Scripts & Storyboards

Paid Media

  • Meta Ads
  • Google Ads
  • TikTok Ads
  • Pinterest Ads
  • Campaign Setup
  • Budget Optimization

Analytics

  • GA4
  • Looker Studio / Power BI / Databox
  • Triple Whale
  • Hotjar / Microsoft Clarity
  • KNO Commerce

E-commerce & Operations

  • Shopify
  • Klaviyo
  • Channable
  • Product Feeds
  • Tracking Setup
  • Landing Page Optimization
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Let's build advertising people actually remember.