Smash is a creative and wellness brand for which I work as Creative Director, Content Creator, and Video Editor. I develop campaign content for Meta across multiple formats and styles, researching niche audiences of creatine gummies in the United States and defining different content strategies. I also create scripts for testing approaches, including problem-based frameworks like PASS and desire-driven AIDA structures. For AI visuals, I produced impactful assets to complement other videos and create sequences for iterations, supporting the overall campaign strategy.
AI Visuals and Storytelling with AI: For this type of content, I developed a character inspired by the AI trend of historical figures, ensuring character consistency for a complete ad. I also edited other storytelling pieces aligned with current trends, integrating the product and audience problems into engaging narratives. I maintained character consistency throughout different videos and managed workflows using various AI tools like MidJourney, ChatGPT-5, Véo 3, Higgsfield, and Pika Flow.
Informational Content: This format was designed for educational and wellness-focused content, using animated text boxes to communicate data, benefits, and insights clearly. These posts were optimized for engagement, curiosity-driven hooks, and storytelling in a visual style that resonates with the wellness niche.
UGC: For Insense campaigns targeting both male- and female-focused products, I managed creators end-to-end. I provided Creative Assets to guide them on essential shots and messaging, held meetings to define story, tone, and visuals, and ensured the content felt natural, testimonial-style, and polished. After receiving the material, I edited and assembled videos optimized for campaign performance, delivering strong results across multiple formats.
