←VIDEO ADS

During my time at Golden Steer, I had the opportunity to work on a diverse range of advertisements. Our primary focus was on Meta, with TikTok and YouTube as secondary platforms.

Digital Tools:

  • Premiere Pro

  • After Effects

  • Audition

  • Splice

SKILL SETS:

  • Conceptualization

  • Filming

  • Video Editing

  • Storytelling

Meta Ads (Formerly Facebook)

EXPERIMENTAL FORMATS

As the digital landscape of Meta continued to evolve, we constantly experimented with new and innovative ad formats that went beyond our signature "foodporn" approach. Our diverse portfolio included an array of engaging content types, such as educational videos, exciting unboxing experiences, and compelling brand-driven storytelling.

Through meticulous testing and analysis, we identified which formats best resonated with our target audience, and leveraged them to iterate on top-performing creative. For example, two areas I focused on were the thumb-stop rate and click-through rate.

Common adjustments would involve moving the product to the first three seconds of the video or shortening the length of the ad overall so that the message was still communicated in a concise and impactful manor.

Meta Ads (Formerly Facebook)

FOODPORN (REPURPOSED CONTENT)

One of our most successful ad formats revolved around indulgent and visually-stunning "foodporn".

Initially, we focused on promoting steaks, as the brand is the e-commerce extension of a steakhouse and is known for The Best Steaks on Earth™. As the product line expanded to include seasonings and compound butters, our strategy shifted to showcase the endless culinary possibilities that the products made possible. While early videos were filmed internally, the team partnered with local Las Vegas foodies and national influencers to create additional content.

As this change occurred, I shifted my focus towards optimizing the original videos to cater to the specific needs of ads. Changes include moving the product to the first three seconds, adding music and voice overs, and compiling multiple videos into one.