I'm a creative strategist who works at the intersection of creative direction and performance data. I don't treat those as separate jobs. I specialize in Meta video ads for DTC and ecommerce brands, with a focus on hook-driven, testimonial-style creative that earns attention honestly rather than through aesthetics or gimmicks. My strongest work has been on Faith Linen (bedding), FluffCo (pillows), and Purely Nutrient (supplements), where I directed creative that moved close to $1.5M in combined ad spend. I've also written ad scripts and concepts for other clients, including Ryze, one of the top mushroom brands in the U.S. On Faith Linen specifically, I used a real customer review as the hook itself instead of a typical brand pitch, and it became the best-performing variant out of seven tested - $90.13 CPA with a 52% hook rate and 7.02% hold rate. What I do best is diagnosing why a creative works or doesn't, not just which one won. A hook can pull strong attention and still lose the sale if hold rate drops fast (I've seen this happen firsthand), so I build testing loops around that gap specifically: teardown competitor patterns, launch variants fast, kill anything weak within 48 hours, and scale what proves out. It's a repeatable system, not one-off creative sprints.