Campaign Strategy
Design-led campaign concepts developed through collaboration, platform understanding, and intentional visual decision-making to support campaign goals.
The strategy proposals below were developed as part of an internal initiative to explore new creative directions and scalable campaign systems. I was asked to provide strategic ideas, visual concepts, and platform-aware design thinking to help inform future marketing efforts.
Meta Ad Creative Proposal
This proposal explores new creative directions for Van Metre’s Meta advertising, focusing on scalable layouts, visual hierarchy, and platform-aware design decisions to support future campaigns.
Carousel Ads: Designed as a visual sequence that mimics a tour experience, allowing imagery to lead while keeping text minimal for clarity and flow.
Image Ads: Separate mobile and desktop layouts were created, with aspect ratio influencing visual hierarchy, ensuring optimal composition and legibility across devices.
Stories Ads: Designed as a mobile-first experience, prioritizing immersive visuals and concise messaging rather than resized static assets.
Collection Ads: A strong hero image establishes the tone while supporting tiles extend the lifestyle story within Meta’s native collection layout.
Retargeting Ad Templates Proposal
This proposal outlines a flexible retargeting system designed to maintain brand consistency while allowing marketing teams to adapt messaging across communities, audiences, and seasons.
Lifestyle Template: Designed to highlight everyday moments and evoke a sense of belonging.
Multiple Image Template: A flexible layout that adapts to available imagery while supporting complete storytelling.
Multiple Image Template: A flexible layout that adapts to available imagery while supporting complete storytelling.