SANTEE BAG — ONGOING PAID MEDIA CAMPAIGN SERIES
Niche Street · Creative Strategist & Producer · 2023–2024

THE BRIEF
Build a scalable creative system for launching each new Santee Bag colorway across Meta. The challenge wasn't just making beautiful imagery — it was building a repeatable creative process tied directly to paid performance data, so each iteration could outperform the last.

THE APPROACH
Rather than treating each colorway as a standalone shoot, I developed a performance-informed creative loop: analyze what was working in active ad sets, identify the visual hooks driving engagement, then brief and produce iterations that tested new angles while doubling down on proven formats.

This meant the process looked different for each colorway. The Cocoa and Black launches leaned into clean product-forward compositions that matched what the data was rewarding. For less conventional colorways like Mint and Matcha, analytics revealed early on that purely product-focused shots weren't resonating — so we pivoted mid-strategy to styling-led creative that showed the bag in context, which helped overcome the hesitation around unconventional colors.

Creative output included studio statics, produced lifestyle video, and UGC-style content — deployed in combination depending on placement and audience.

WHAT I DID
→ Analyzed Meta ad performance weekly to identify top-performing creative angles and inform the next shoot
→ Developed shot lists and creative briefs for each colorway launch, spanning static, video, and UGC formats
→ Produced 8 colorway campaigns end-to-end, coordinating with photographer and directing on set
→ Identified the styling-shot pivot for green colorways (Mint, Matcha) based on CTR data, which recovered performance
→ Managed the full creative-to-publishing pipeline: shoot → edit → copy → ad build → launch

RESULTS
~2x ROAS improvement over the campaign lifecycle
~5x CTR lift vs. baseline
CPA decreased on every new colorway launch
8 colorways produced across the series

Metric improvements measured across the campaign lifecycle vs. baseline. Available to discuss in detail.