Objective: To design and edit two high-performance 4:5 growth ads for Meta (Facebook/Instagram), adapting raw UGC footage to be socially native while maintaining premium brand creative preference to maximize viewer engagement and drive conversions.

For this project, I created two 4x5 Meta growth ads, building a visual story with intentional cuts and an energetic pace. I focused on key principles in growth and performance editing to maximize viewer attention, directly targeting high-value metrics like hook rate and video completion rate. I edited the opening hook to include visual, auditory, and text elements, adding an additional audio cue with a perfectly timed music drop, a technique used to immediately boost retention. I strategically utilized black and white footage to lean into the recognizable before-and-after effect. I added motion graphics, which I built myself, to highlight key product features and act as visual breaks to sustain engagement. The ad concluded with a full-screen visual of the product to ensure optimal support for the final Call-to-Action (CTA), optimizing the asset for the Conversion step.

I built all motion graphics elements including the product offering end screens.