Oliver Wilcox

• 5.4x — Meta ROAS

Ads blended into the feed. Product photography looked flat and uploaded-from-a-phone rather than art-directed. There was no cohesive identity carrying across the campaign, the storefront, and the social presence.

I designed for testing, producing multiple creative directions per campaign so we could put them against real ad spend and let performance decide, then iterate on what worked. The through-line was making sure the creative did a commercial job, not just looking good, but moving the specific metric the client cared about.

During active campaigns, client follower bases nearly doubled, with a clear spike in engagement as the new visual identity gave audiences a reason to stop, follow, and interact rather than scroll past.

The brand came to me because they had no clear branding and their packaging looked awful. Because of their poorly designed packaging, stores did not want to carry their line. They wanted me to design a logo and create their brand bible.

I designed a primary and secondary logo, designed the packaging die lines for their entire line of products, built them a website, created a brand bible, connected their website to Klaviyo, and set up the flows so they could convert browsers into customers.

Once the packaging was completed, their list of stores grew tremendously. They are doing so well that they are having inventory problems now. They cannot keep the product on the shelf!

• 4.3x — ROAS

There was no visual system tying the drop together, no product imagery that made the pieces feel worth buying, and nothing built for social that could actually drive attention to the release. The pain point was the gap most emerging brands hit: a strong product with weak infrastructure around it, so the work of selling falls apart at the exact moment it matters: the launch.

I set the season’s brand point of view, then built the visual identity around it: color, type, and an art-direction standard every asset held to. I designed and built the website myself so the storefront matched the campaign instead of feeling like a disconnected checkout page. I shot all product photography in-house, controlling lighting, styling, and composition so the pieces read as premium, not flat product-on-white.

I managed half a million views, $35,000 in revenue in the first week, and 134 orders on the opening day.

• 4.8X — Return on ad spend
• $12.800 — Email blast revenue

Creating a compelling Meta Ads campaign to drive sales for a clothing brand competing in an extremely saturated market. The brand needed to stand out in crowded feeds where shoppers see dozens of similar apparel ads daily, while working without an existing retargeting pool or warm email list to lean on.

Directed and edited several short-format videos built for Meta placements, optimized to hold attention in the first three seconds. Created static retargeting ads to reach users who had already engaged with the brand. Published a multi-part email series spotlighting top products to re-engage subscribers and convert warm leads into buyers.

Delivered a 4.8x average ROAS across the Meta ad campaign, exceeding prior benchmarks. Generated $12.800 in revenue directly attributed to the email series, validating a retarget-then-convert strategy across paid social and owned channels.