Self-initiated concept exploring D2C and paid social creative for a fictional functional coffee brand. I created FORM/DAY to explore a more performance-led approach to social creative, combining my experience in brand design with the fast, message-driven thinking required for paid social.

I created FORM/DAY as an opportunity to explore a more performance-led approach to social creative, combining my experience in brand design with the fast, message-driven thinking needed for paid social.

FORM/DAY combines coffee and creatine in one everyday ritual. I developed a series of static Meta ads exploring different creative hooks, from product proposition and convenience to performance, lifestyle and curiosity.

Rather than creating six variations of the same campaign, I explored different messaging angles designed to test what might stop the scroll and resonate with different customer motivations.