Portfolio &
the strategy behind it.
One real Facebook ad we created, plus 20 independent creative concepts for three brands. The strategy behind each set sits right below its ads.
Selected real-world creative
Simon Squibb | Dream Business Starts Here
She Crushes ECom created this Facebook ad for the Dream Business Starts Here competition.
Independent creative concepts
Selected creative concepts developed to demonstrate our research, messaging, and advertising approach. Each set is an independent concept project, not a commissioned campaign.
TULA
’Spresso Energizing Eye Balm Spec Meta creative 7 statics
The thinking behind the set
TULA’s own directions say ’Spresso goes on under or over makeup. That turns a morning eye balm into a 3 p.m. touch-up, as long as she trusts it won’t disturb her face and knows which of the four shades is hers.
So we built the set around those two questions:
- Over-makeup proof: Show the swipe going on over finished makeup.
- Afternoon ritual: Move the stick from the bathroom shelf into her bag.
- Ingredient reassurance: Name what’s inside, in TULA’s own words.
- Direct answer: Meet the “over makeup?” doubt head-on.
- Shade choice: Make picking one of four finishes feel easy, even fun.
- Customer voice: Put a shopper’s words next to the Pink shade.
The set takes her from “will this mess up my makeup?” to “which shade is mine?”
Nutrafol
Nutrafol Women Spec Meta creative 6 statics
The thinking behind the set
Nutrafol Women asks for four capsules a day, every day, and the brand recommends 3 to 6 months of consistent use. A careful buyer wants to understand that routine, read the formula and know how it fits with what she already takes before she commits.
So we built the set to answer her questions one at a time:
- Routine reframe: Add one inside step to the hair routine she already has.
- Daily practicality: Make four capsules a day look simple.
- Formula transparency: Invite label readers to look at what’s inside.
- Formula update: Tell lapsed buyers the formula is now biotin-free and 100% vegan.
- Shopper question: Answer “can I take it with my multivitamin?” by sending her to her healthcare provider.
The set moves her from “what am I signing up for?” to “I know what’s in it and how to take it.”
Sol de Janeiro
Cheirosa 62 Perfume Mist Spec Meta creative 7 statics
The thinking behind the set
Nobody can smell an ad. But Sol de Janeiro gives Cheirosa 62 notes you can picture: pistachio, salted caramel and vanilla, so the set sells the moments the scent belongs to instead of describing a smell.
So we built the set around different reasons to reach for it:
- Escapism: Bottle the feeling of time off.
- Scent specificity: Show the notes with real ingredients.
- Layering ritual: Pair the mist with Brazilian Bum Bum Cream, as the brand suggests.
- Size and occasion: One bottle for the vanity, one for the bag.
- Native social: Borrow the look of an everyday POV post.
- Lifestyle and humor: Carry beach-day energy into errands and meetings.
The mist stays the hero in every ad, with a different reason to want it each time.
TULA advertorial
24-7 Moisture Hydrating Day & Night Cream Spec advertorial Long-form article
The Beauty Note
Why Does Your Foundation Look Worse Two Hours After You Put It On?
The frustrating makeup problem many women recognize, and why the moisturizer underneath deserves a closer look.
Read the article
The thinking behind the piece
The article is written for a makeup wearer who keeps buying new foundation when the real issue may be the dry skin underneath.
So the article moves her from the problem to the product in order:
- The moment: Open on foundation that looked smooth in the morning and settled by midday.
- The cycle: Name the habit of buying another foundation, primer or serum.
- The reframe: Move her attention to the moisturizer underneath the makeup.
- The reveal: Introduce 24-7 Moisture with the ingredients TULA names.
- The fit: Give a simple morning-to-night routine and an honest suitability check.
- The next step: Send her to check ingredients, current price and real reviews.
The editorial format is there to earn a useful next click.
A different format.
The same discipline.
Start with the buyer and the evidence. Give each concept a clear job, test it under comparable conditions, and use the learning to decide what comes next.
- Controls
- Customers
- Support
- Competitors
Where the eight sources meet
Buyer intelligence
- Buyer motivations
- Buying moments
- Objections
- Angle gaps
- Creative hypotheses
- Communities
- Creators + organic
- Customer Buying Moments
- Vintage Ads
Creative strategy
Concepts ranked by the evidence behind them.
Testing
Finished ads your media buyer launches, each with a clear question behind it.
90-day roadmap
What each test teaches us decides what to build, refresh and retire next.
What should your
next ad make clear?
Start with the $297 Creative Test and see our thinking on your own product. Considering ongoing support? Book a partnership call.