The foundation of designing paid social creative goes beyond understanding the brand and product – rather, it requires comprehension of where it sits, how it's perceived and its role within the wider marketing funnel.

While working in agency, I was exposed to a diverse range of brands and noticed a recurring gap between what brands produce and what's actually being used in ad creative. This limitation meant we weren't always able to convey a message effectively to the desired audience.

As a designer (and informal brand ambassador), I advocated to use full content libraries for paid social – matching campaign shoots, e-commerce imagery, video, UGC, product flat-lays and other mediums to specific campaigns, funnel stages and audiences. By optimising creative diversity in such a way and making design decisions based on testing and insights, I could create work that was both brand-aligned and performance-driven.