I analysed over 50 active Meta ads to identify recurring creative patterns, messaging, hooks, emotional triggers, and positioning across Dore & Rose's product range.
Creative Strategist
Andra
Vintila
If you are looking for someone who writes hooks like venting to a friend and not a brand talking to their customers, let's talk.
Selected work
01
ClueCreative strategy · Meta static adsStatic ad concepts to diversify an advertising mix that relied heavily on video.
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02
Watatu TravelStorytelling · SocialUsing storytelling to reduce hesitation around a high consideration purchase.
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03
NanoShowerCreative strategy · UGCTranslating a technical product into everyday desire.
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04
UGC Creative Strategy for Paid SocialPaid social · CreatorShort form creator work for Sorted Skin and UMI, built for performance on Meta and TikTok.
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05
Dore & RoseSpeculative proposalA creative audit of the brand's Meta ads, with the opportunities I would act on.
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About
I use customer psychology, creative strategy and performance data to understand why people buy, turn those insights into creative hypotheses, angles and concepts, and develop creatives that can be tested, refined and scaled.
10+Years across marketing, market research and creative
5Years running my own branding studio, partnering with 20+ founders
Why me?
My strengths lie in three areas that connect customer understanding with creative development and performance.
- ResearchFinding patterns in customer behaviour, market research and performance data.
- StrategyTurning insights into creative hypotheses and angles that connect customer motivations with brand positioning.
- ExecutionDeveloping concepts and briefs that turn strategic thinking into creatives ready to be produced and tested.
How I got here
2011 to 2015
Marketing and Market Research
Bachelor's degree.
2016 to 2018
Digital Marketing and Design
Master's degree, followed by an internship across digital marketing and design.
2018 to 2020
Biotech Marketing
Worked at Regenera Activa, a science-led biotech company, across marketing, content, design and communication.
Along the way
Psychology and Human Behaviour
My interest in why people think, feel and behave the way they do led me to pursue a Master's in Psychology focused on contextual and third-generation therapies.
where it shiftedNow
Creative Strategy
Bringing marketing, market research, customer psychology, creative thinking and performance data together to develop ideas worth testing.
My Story
RomaniaSpainLisbon
Originally from Romania, raised in Spain, now based in Lisbon.
Languages & Cultures
RomanianSpanishPortugueseEnglish
Wired like this
CuriousDirectAnalytical
Strong interest in neuroscience, fitness and understanding the how behind everything.
Selected work
Selected Projects
Independent creative audit
Dore & Rose
Role
Creative Strategy
Creative Audit
Consumer Insights
Concept Development
Creative audit
Observation 01
Give the science behind the sleep more weight.
What I noticed
Beauty and sleep benefits are consistently supported by scientific and functional claims. Examples include:
- Reduced wrinkles
- Healthier hair
- Supports REM sleep
What I'd do
Everyone wants beautiful skin, so I'd keep beauty as the outcome, but make better sleep the reason why. I'd use sleep science to show that some of the most important work for our skin happens while we sleep, and position Dore & Rose as the brand that helps people create the best conditions for those eight hours of sleep. Explore "Get hotter using science".
Observation 02
Bundles are currently sold to save money. I'd also sell them as the perfect sleep ritual.
What I noticed
Dore & Rose has started promoting more bundles, matching products, and new collections. Recent ads increasingly promote:
- Bundle offers
- Cooling blankets
Right now, the main reason to buy them is to save money.
What I'd do
Give people another reason to buy bundles. I'd connect the products into one sleep ritual where each one has a role. I'd make them all feel like part of the same evening routine. That would also naturally reinforce Dore & Rose's positioning as a sleep wellness brand.
Based on the opportunities identified during the creative audit, these are two creative territories I'd test on Meta.
Concept 01
Sleep is part of your skincare routine
I'd reposition sleep as one of the most important steps in that routine, using science to explain why and naturally integrating Dore & Rose products as the ones making good sleep easier.
Creative 01GRWM
Hook
You've spent hundreds on your skincare routine. Don't miss the step that makes your investment worth it.
Storyboard
1 🎥Close up of luxury skincare products. Bathroom cabinet full of skincare.You've spent hundreds on your skincare routine.
2 🎥Applying skincare wearing D&R pyjamas, hair tied with the scrunchie, using the mask to keep hair off her skin.You've spent hundreds on your skincare routine. Don't miss the step that makes your investment worth it.
3 🎥She smooths the D&R silk pillowcase.During sleep, your skin enters deep repair mode.
4 🎥She pulls the Aeris cooling comforter over (show logo).During sleep, your skin enters deep repair mode.
5 🎥She puts the D&R sleep mask on.During sleep, your skin enters deep repair mode.
6 🎥A lamp, a hand clicks the string down, and the screen goes dark.Complete your skincare routine with great sleep.
7 🎥She appears with a morning glow.Dore & Rose logo appears on screen.
In each storyboard, the line under a frame is the on-screen text overlay.
CTA options- Don't miss the step that makes your skincare investment worth it.
- Discover the sleep essentials behind better skin.
Creative 02POV
Hook
POV: You realised you've spent hundreds on skincare, but you've been missing the most important step.
Storyboard
1 🎥Close up of luxury skincare products, held a little longer, with prices on screen: Cleanser 35€, Moisturiser 50€, Eye Cream 60€, Serum 95€.POV: You realised you've spent hundreds on skincare, but you've been missing the most important step.
2 🎥Evening skincare close up: serum absorbing into the skin. The D&R mask keeps the rest of the hair back.POV: You realised you've spent hundreds on skincare, but you've been missing the most important step.
3 🎥She smooths the D&R silk pillowcase.Your skin repairs itself while you sleep.
4 🎥She pulls the Aeris cooling comforter over.Your skin repairs itself while you sleep.
5 🎥She puts the D&R sleep mask on (show logo).Uninterrupted sleep is part of your skincare routine.
6 🎥She is sleeping peacefully. Make sure you get it, and the Dore & Rose logo appears.Make sure you get the best sleep possible.
In each storyboard, the line under a frame is the on-screen text overlay.
CTA options- Limited stock. Don't miss out.
- Shop the sleep essentials everyone is adding to their routine.
- Best sellers sell out fast.
Concept 02
The Wind Down
Give people another reason to buy bundles. I'd connect the products into one sleep ritual where each one has a role.
Creative 01Night Routine
Hook
Copy my sleep routine and thank me later.
Storyboard
1 🎥Phone on Do Not Disturb
This is where the wind down really starts.
2 🎥Change into Dore & Rose pyjamas
One of my favourite parts of the day.
3 🎥Readjust the silk pillowcase
My favourite sleep upgrade.
4 🎥Pull the cooling comforter over the bed
My favourite sleep upgrade.
5 🎥Get into bed
6 🎥Put on the Dore & Rose sleep mask
The signal for my brain that the day is over.
7 🎥Lights off
Build a night routine you look forward to with Dore & Rose.
8 🎥Peaceful sleep
Build a night routine you look forward to with Dore & Rose.
In each storyboard, the line under a frame is the on-screen text overlay.
Example sequenceReference sequence
- Shop the sleep essentials everyone's talking about.
- Their best sellers keep selling out. Get yours before the next restock.
Creative 02UGC Testimonial
Hook
I thought sleep essentials were just another TikTok trend. I was wrong.
Storyboard — background b-roll
1 🎥Dore & Rose pyjamas
I thought sleep essentials were just another TikTok trend. I was wrong.
2 🎥Dore & Rose sleep mask
I thought sleep essentials were just another TikTok trend. I was wrong.
3 🎥Silk pillowcase
4 🎥Cooling comforter
5 🎥Relaxing in bed
Build a night routine you look forward to.
I'll be honest, I never thought a night routine could make that much difference.
Everyone talks about morning routines. Productivity. Waking up at 5am.
Nobody talks about what happens the night before.
So I decided to take my evenings more seriously. I created a routine I actually looked forward to.
My tea. My pyjamas. My silk pillowcase. My cooling comforter. My sleep mask.
I started falling asleep faster. I stopped lying awake scrolling for hours. I woke up feeling more rested.
And now I genuinely look forward to going to bed.
Looking back, I wish I'd bought these sleep essentials months ago.
- Their best sellers keep selling out. Get yours before the next restock.
- Shop before they sell out again.
- Don't wait for the next restock.
Creative Strategy · Customer Research · Paid Social
NanoShower
Role
Creative Strategy
UGC Concepts
Content Creation
1. The challenge
NanoShower had developed an innovative product, but its cutting-edge nanotechnology was unfamiliar to most consumers. The challenge was to make the product feel relevant and desirable by showing people why they would want it in their everyday lives.
2. The strategy
After researching customer reviews, social media comments and discussions on Reddit, I realised that buyers weren't motivated by the cutting-edge technology. People cared about peace of mind, protecting their favourite belongings and feeling comfortable using things without worrying about stains.
Based on this insight, I developed a creative direction focused on making the product's benefits tangible through everyday situations.
The goal was to make an unfamiliar technology feel simple, relevant and desirable by showing people what it could do for them, rather than leading with how it worked.
3. The impact
Following this change in creative direction, sales grew by approximately 35% over just over three months.
Selected creative
Protecting a favourite piece
Product demonstration
Client testimonial
Creative Strategy · Organic Content · Paid Social
Watatu Travel
Role
Creative Strategy
Content Strategy
Storytelling
Scriptwriting
1. The challenge
A safari is a significant investment, and for many potential travellers, it can feel out of reach. The challenge was to make the experience feel tangible and desirable before the trip.
2. The strategy
I developed a creative and content strategy around four pillars: the people (community), the experience, responsible tourism and life behind the scenes.
The goal was to sell more than the safari itself. The angle focused on who travellers could become through the experience, helping them imagine the transformation, sense of belonging and connection with local communities even before the trip.
I translated the strategy into storytelling concepts and scripts, working with the media buyer to identify organic content with potential for paid Meta campaigns.
3. The impact
Over the almost 2 years I worked with Watatu Travel, the content strategy contributed to stronger organic engagement and audience growth, while paid Meta campaigns generated leads.
Performance highlights:
- +20% Instagram views
- +9% engagement
- 50+ saves on some videos
- 40K → 80K followers: Watatu doubled its Instagram audience over the year.
One of the creatives also showed promising early paid performance:
- 37.98% scroll stop rate
- 4.13% click rate
- 18% hook rate on an initial $15 test spend, providing an early signal that the creative was worth further testing before increasing the budget.
Figures reflect results observed during my time working with Watatu Travel.
Selected creative
Four examples of how the strategy translated into storytelling and social content for both organic and paid distribution.
Creative 1
Creative 2
Creative 3
Creative 4
Client testimonial
Creative Strategy · UGC · Creator
UGC Creative Strategy for Paid Social
Role
Creative Strategy
UGC Concepts
Scriptwriting
Creator on Camera
Sorted Skin
Prebiotic skincarePrebiotic, dermatologically approved skincare for sensitive, reactive, and rosacea prone skin.
Featured ads
Short Cut
Long Cut
ObjectiveDrive first purchases through authentic creator proof rather than product claims.
AudienceWomen with reactive, sensitive, or rosacea prone skin who had already tried multiple products without success.
HookBest find ever for rosacea.
Creative angleA genuine before and after from a real person, positioning the cream as something that calms and rebalances the skin rather than simply covering redness.
Why I chose this anglePeople with rosacea are naturally skeptical because they've usually tried countless products already. A visible transformation combined with a real recommendation creates much stronger credibility than polished product claims.
UMI
Language learning appAn early stage language learning app focused on driving app installs and free trials.
Featured ads
Habit Reframe
Anime Without Subtitles
ObjectiveDrive app installs and free trials through top of funnel creative.
AudiencePeople who wanted to learn a language but kept postponing it because it felt overwhelming.
HookYou can turn binge watching anime into a language lesson.
Creative angleInstead of asking people to build another habit, connect language learning to something they're already doing and enjoying.
Why I chose this angleThe biggest barrier wasn't motivation. It was getting started. By attaching learning to an existing habit, the creative reduced friction and made progress feel much easier.
Reflection
Creating paid UGC taught me to think differently about content. The hook had to stop the scroll. The message had to be understood within seconds. And every scene needed to move the viewer one step closer to taking action.
Creative Strategy · Customer Research · Paid Social
Clue
Role
Creative Strategy
Creative Concepting
Copywriting
Creative Briefing
1. The challenge
Clue's Meta advertising relied heavily on video. The project involved developing new static ad concepts to diversify its creative mix, as well as iterating on a proven winning ad for the Portuguese market.
I handled the project end to end, from research and strategy to concept development, copywriting, visual direction and briefing.
2. The strategy
I analysed customer reviews, social media discussions, competitor ads and existing research to identify recurring messages and opportunities for new creative.
Three selling points stood out: women-led, science-backed and data privacy. Women-led positioning was the strongest recurring message, while data privacy was the only one I observed being tested in static ads.
I developed the following hypothesis:
If we communicate Clue's women-led positioning and commitment to data privacy through relatable, conversation-driven static ads, we can make these differentiators more tangible and encourage app downloads.
3. The impact
I translated research insights into creative hypotheses, then developed concepts exploring different ways to communicate Clue's positioning. These were translated into briefs, and the brand produced the final static ads shown below.
Selected creative
1. Static concepts
01
Collage
02
Comic-style collage
03
Headline-led
04
Social proof
2. Winning creative & localisation
Building on a proven winning creative, I developed two iterations adapted for the Portuguese market. Both performed strongly, demonstrating the potential of carrying a successful creative approach across markets.
Original winning ad
Portuguese iteration 01
Portuguese iteration 02
Performance data is confidential and cannot be shared.
Contact
If you are looking for someone who writes hooks like venting to a friend and not a brand talking to their customers, let's talk.
