I turn customer research into sharp angles, production-ready UGC scripts, and edit direction a creative team can actually use.
This portfolio starts with the work that best shows the complete process: research, positioning, angle development, copy, and an editor-ready production vessel.
A self-directed creative sample built around a mom of a teenage boy dealing with puberty acne. The voice stays consistent while four different buyer triggers are tested.
The concepts are not random variations. Each one isolates a different belief, emotion, or failed alternative that could move the buyer.
Removes blame and reframes acne as a puberty-driven oil and clogged-pore problem.
Creates urgency by showing acne turning into withdrawal, skipped events, and loss of confidence.
Makes an invisible insecurity visible through repeated camera avoidance a mom can recognize.
Positions the failed routine—not the teen—as the problem and gives Shield a sharper role.
The deliverable should make the next step obvious for the editor, designer, or UGC coordinator—not create another round of questions.
Pull language, failed alternatives, objections, emotional stakes, product mechanics, and repeated competitor patterns.
Move past the surface problem and identify why it matters to this buyer right now.
Keep the audience and product stable while testing meaningfully different reasons to act.
Pair spoken copy with scene-level visual direction so production can create the first iteration without guessing.
I’m Élie, a Montréal-based creative strategist focused on DTC paid social. I like the part before production: understanding the buyer, finding the angle the category keeps missing, and turning it into something an editor can ship.
Include your website, the ad you currently consider your best, and one competitor. That is enough context to start a useful conversation.
Email Élie ↗