Client

driftology

Role

Creative Direction & Strategy

Let’s launch a sleep-friendly nightcap brand

I'm building a non-alcoholic nightcap brand from scratch—owning strategy, creative, and execution end to end. From market research and positioning to performance creative, content, and e-commerce, I used AI-assisted workflows to rapidly test hypothesis, validate demand and inform both brand and product development.

CREATIVE STRATEGY CREATIVE DIRECTION CONTENT STRATEGY BRAND STRATEGY AI-ASSISTED PRODUCTION

Creative Strategy

I kicked off the project by testing core target customers, personas and value props using AI-generated ad sets, then leveraged those insights to validate product ideas and brand poisitioning. • Researched market insights • Defined core personas • Refined messaging and value props

Ad Creative & Production

I used AI tools to rapidly test ad formats, messaging, and hooks. These learnings directly informed downstream decisions—from product packaging to website content. • Hook & angle testing • AI-assisted production

Content Strategy

I built an organic content flywheel to drive top of funnel reach via shareable sleep-friendly nightcap recipes, and then repuposed across SEO, email, and lead magnets. • Organic content creation • Lead-gen funnels, email, SEO+GEO

Organic Social

I used Driftology’s organic social to drive reach via viral sleep-friendly recipes while building trust and credibility as a founder-led content channel. • Content testing & optimization   • Strategic brand cross-promotion   • Zero to 60K followers in two months

AI-assisted Creative Production

I leveraged AI across all brand and e-commerce assets to launch quickly with limited resources.  • Cohesive brand world • Rapid iteration of content • Shopify & landing pages

Bespoke Post

Baha Mar

Halfday Travel